Manufacturing and Distribution Marketing

Pilot Air

  • Strategic advisory partnership – since 2021
  • High-performance website driving consistent, high-quality leads
  • Powerful Google and email newsletter marketing campaigns
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Pilot Air, the compressed air experts, has specialised in designing, manufacturing and installing air compressor solutions for industrial, commercial, civil and enterprise clients nationwide for over 40 years. Now, with an optimised website and strategy, they prioritise delivering their premier products and services.


The Challenge

Pilot Air struggled with an outdated website and unclear marketing, failing to reflect its business identity and extensive capabilities. Seeking improvement, the company partnered with Brilliant Digital to overhaul its online presence and align it with its innovative products.

Our initial plan focused on restructuring the website to deliver quality, relevant information to distributors and their customers. Beyond SEO optimisation, we aimed to make it user-friendly, highlighting Pilot’s full range of services. We showcased their capacity for servicing and implementing large systems, elevating their online brand presence to accurately reflect their company identity.

“Brilliant Digital is positive and responsive, and it’s easy to work with them. I would recommend Brilliant Digital as a digital marketing agency to my peers in the B2B space because they truly understand the industry.” – Martin Wyllie, Pilot Air

The result

We make an impact through our work

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With a complete B2B Digital Marketing Strategy, Pilot experienced impressive results. Leveraging our extensive B2B expertise, Brilliant Digital delivered a comprehensive branding and digital marketing solution, providing consistent support across various platforms and publications to support the company’s strategic and tactical plans.

“Brilliant Digital’s attention to detail fits well with our culture. They got who we are. That’s important when you put your message out there, and having an agency that really understands you and can articulate your value is key.” – Martin Wyllie, Pilot Air

We strategically approached Pilot Air’s website project, ensuring alignment with their performance goals across all market sectors. Existing data insights and identifying national opportunities were key drivers.

Brand strategy considerations included:

  • Alignment with the brand identity
  • Connection with the target markets
  • Clarification of the value proposition with supporting social proof
  • Website positioning
  • Website architecture
  • Website structure
  • Website SEO plan
  • UX and UI plan
  • Website conversion plan

Digital branding execution included:

  • Website design
  • Website coding
  • Prototyping and wire-framing
  • Website content
  • Website SEO structure
  • Photography and videography
  • Testing and iteration
  • CMS development
  • Data dashboard creation
  • Testing and quality assurance
  • Launch, hosting and maintenance

The outcome of our B2B marketing strategy wasn’t just an increase in enquiries but an increase in ideal enquiries. We developed high-performing digital brand assets for Pilot Air to align with their goals and objectives.

Strategy considerations included:

  • Brand development strategy
  • Brand repositioning
  • Brand extension and longevity
  • Brand differentiation
  • National market research and dynamics
  • Digital landscape
  • Competitor analysis

Digital branding execution included:

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

Brilliant Digital devised Pilot Air’s digital marketing strategy with a clear focus on maximising returns for a manufacturing and distribution company. Leveraging targeted data insights, we tailored our approach to increase ROI.

“Every bit of copy Brilliant Digital generates for us is optimised for Google. We were trying to do that ourselves before without fully understanding the process – and it didn’t work.” – Martin Wyllie, Pilot Air

Marketing considerations included:

  • Business challenges and performance goals
  • Market sector requirements
  • Competitive position
  • Sales process

Strategies included:

  • Content strategy
  • SEO strategy
  • Social media strategy
  • EDM strategy
  • Reporting strategy

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

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