B2b ecommerce giant

Edcon Steel

  • Long-term strategic advisory partnership – since 2018
  • Consistent, year-on-year revenue growth
  • Powerful Google and email newsletter marketing campaigns
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Edcon Steel began as a metalworking shop in Sydney’s Northern Beaches over 50 years ago, predominantly serving local customers. Today, it is Australia’s most comprehensive online steel and metal superstore, offering quality steel solutions for projects of every size.

 

 

The Challenge

When Edcon came to Brilliant Digital, they had a website that looked like a magazine but lacked substance. They were also spending significantly on SEM without seeing an adequate return on investment. What they needed was more than a website. It was a complete strategy.

Due to Edcon’s extensive product range, this project required a highly customised plan. We focused on enhancing Google rankings for improved product visibility. With complex functionality and transactional needs, the website aimed to educate an unfamiliar online shopping market. Our ongoing content updates ensure user engagement, making the website a dynamic tool, essentially serving as an additional storefront for the business.

The result

We make an impact through our work

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With a complete B2B Digital Marketing Strategy, Edcon experienced impressive results. Brilliant Digital delivered a fit-for-purpose solution, leveraging our technical expertise and understanding of B2B e-commerce complexities. Our data-driven strategy prioritised ROI, ensuring the best possible outcomes for Edcon.

“When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website; it was about having a philosophy. Sitting above that philosophy was the strategy that went into how we were going to make our website relevant and how we were going to keep it interesting to the customers. That was exciting for us with Brilliant Digital – because we weren’t doing that before, and now we are.” – Hugh Edmunds, Edcon Steel

 

Brilliant Digital provided a full-service branding and digital marketing solution for Edcon Steel that doubled their website-generated sales. We used a holistic approach and big-picture thinking to devise an effective brand and website strategy suited to Edcon’s unique needs.

Brand strategy considerations included:

  • Brand positioning
  • National and international market research and dynamics
  • Brand extension and longevity
  • Digital landscape
  • Brand differentiation
  • Competitor analysis

Digital branding execution included:

  • Brand purpose
  • Brand value proposition
  • Brand Messaging
  • Brand voice
  • Typography
  • Brand graphics
  • Brand assets
  • Brand guidelines

Brilliant Digital shifted away from Edcon’s previous SEM focus and provided a customised content and SEO strategy that increased organic traffic and sales, maximising their Google visibility without relying solely on paid ads. Additionally, they discovered that the revenue generated through SEO was higher compared to a similar SEM investment.

Brand strategy considerations included:

  • Brand positioning
  • National and international market research and dynamics
  • Brand extension and longevity
  • Digital landscape
  • Brand differentiation
  • Competitor analysis

Digital branding execution included:

  • Brand purpose
  • Brand value proposition
  • Brand messaging
  • Brand voice
  • Typography
  • Brand graphics
  • Brand assets
  • Brand guidelines

Brilliant Digital provided Edcon with a high-performance B2B website engineered for success with our extensive knowledge and understanding of e-commerce needs. This transformation took Edcon from a geographically centred shopfront with a local customer base to a national player with six stores and the most comprehensive online steel and metal superstore in Australia.

Brand strategy considerations included:

  • Brand positioning
  • National and international market research and dynamics
  • Brand extension and longevity
  • Digital landscape
  • Brand differentiation
  • Competitor analysis

Digital branding execution included:

  • Brand purpose
  • Brand value proposition
  • Brand messaging
  • Brand voice
  • Typography
  • Brand graphics
  • Brand assets
  • Brand guidelines

The team at Brilliant Digital have expertly navigated us in weaving our brand, vision and values through our digital footprint, from our newly built website to SEO and branding. They made the whole process easy to understand and implement and we’re seeing success already. We would recommend Brilliant Digital to SMEs looking to build an online presence, grow and communicate with broader markets.

John Cumming

When we came to Brilliant Digital, the selling point for us was the strategy. It wasn’t just about building a website, it was about having a philosophy. The results confirm this was the right approach.

Hugh Edmunds

I would recommend Brilliant Digital as a digital marketing agency to my peers because they truly understand how to use data to get results in the B2B space.

Martin Wyllie

As a result of the brand and SEO strategy, enquiries are in and around our core competencies and drive the sort of work that we want.

Alan Lipman

For me, it is vital to understand where we are getting a return on investment. We have a great partnership with Brilliant Digital – they explain the numbers so we understand what’s working and what’s not. We can then decide where we need to invest our time and money.

Craig Hannam

The leads that come from the website are warmed up and ready to do business. This massively reduces the time we spend pitching to new prospects.

Marius Fourie

Where is your current digital marketing
falling short?

We turn frustration into profit for clients experiencing:

Poor ROI

You’re investing significantly, but the returns are meagre.

Low-Quality Leads

You’re wasting resources, draining budget on bad leads.

Lack of Direction

You have no clear strategic roadmap and lack confidence.

Number Confusion

The data is puzzling and it’s hindering your decision-making.

Ineffective Content

Your content lacks punch and is failing to engage the market.

Tech Overload

You find the changing tools and platforms are overwhelming.

Comms Disconnect

Misaligned expectations are causing frustration and delays.

Subpar Website

Your website is dated and unable to support sales activity.

Would you like some
clarity?

Every one of Brilliant Digital’s long-term clients started their journey with a simple chat.

Whether or not you decide to work with us, our founder, Deb Croucher, personally takes the time to meet with you and understand your company and its needs.

Be prepared for honesty. We don’t sugar-coat anything. You’ll get the truth, backed by data, strategy and decades of expertise.

After talking with us, you’ll walk away with:

  • A clear vision of the possibilities
  • Practical steps to make them a reality
  • Strategies that will deliver the best ROI