Manufacturing and Distribution Marketing
- +328% online enquiries
- Top 3 ranking for 100+ priority keywords
- AI-Indexed content driving qualified leads
Background
About the Client
Pilot Air is an Australian-owned and family-owned manufacturing and distribution business specialising in industrial and DIY air compressors. It competes in a highly saturated market against international and domestic brands. Established over 50 years ago, Pilot Air has grown a network of loyal distributors and gained a foothold in large-scale infrastructure projects.
With depots in New South Wales and Queensland and a distribution network spread across Australia, including regional and outback areas, the leadership understood the need to create a digital presence that would act as the central source of truth and be a marketing and education engine to drive growth, generate qualified leads, and support their internal sales team.
The Challenge
Pilot Air knew what they needed; transforming the idea into a high-functioning website that ticked the boxes required careful planning and structuring.
Pilot Air reached out to Brilliant Digital, and with Deb’s experience and research-focused strategic planning, she created the roadmap that:
- Modernise and restructure their digital presence for performance and visibility
- Drove qualified leads through organic and paid channels
- Improve brand positioning across a competitive national market
- Created a centralised source of truth for product specifications, categories and catalouges
- Establish long-term search visibility in Google, and it is now spilling over into AI search platforms
The Strategy
Our Strategic Approach
Deb’s approach is centred on breaking down the websites key pillars and planning a structure that could successfully deliver:
- A centralised source of truth.
- An active and dynamic challenge to home and distribute marketing and educational content.
- Drive growth and lead generation.
- Support the sales team.
The process involves:
- Brand and website audit
- SEO and GEO-optimised content and structure
- Rebuild of the website to support lead generation and UX
- Ongoing Google Ads and email campaigns
- Monthly reporting and strategy check-ins
- Customer journey refinement and campaign testing
“Brilliant Digital helped us turn our online presence into a real sales driver with the additional support functions we needed. We trust them completely.”
Pilot Air’s digital strategy has driven excellent results while supporting the sales team. The sales team can easily reference technical information and provide their distributors and clients with a central source of exceptionally detailed information. The content strategy has set up Pilot Air as an industry thought leader and educational resource that fits with its aim of high-end customer service and quality products.
- 328% increase in website-generated enquiries
- Top 3 Google rankings for 100+ priority keywords
- Ongoing flow of qualified leads through SEO, social media and email
- Content structured and indexed for AI-driven discovery tools like ChatGPT
- Email marketing and content assets that support the internal sales team
- Quarterly growth reviews focused on continuous improvement and ROI
328% increase
in website enquiries
Top 3 rankings
for 100+ priority keywords
Consistent enquiries
through email & organic search
Ongoing 9-year partnership
with quarterly growth reviews
Ongoing Partnership
Built for the Long Term
The relationship with Pilot Air has been ongoing for over a decade. As we look to the future, a new generation of leadership at Pilot Air is excited and motivated to keep growing the business with our support. We continue to evolve their marketing ecosystem with:
- Regular content creation and search optimisation
- Conversion-focused UX improvements
- GEO integration and AI platform visibility
- Advertising performance analysis and refinement
- Transparent data-led reviews with a focus on lead quality and business outcomes
Connect with Brilliant Digital for strategic growth
We take a strategy-first approach to everything we build and support its growth with data-driven insights. Our team is a collaborative group of professionals who value long-term relationships and shared success.
Whether your business needs a marketing refresh or an overhaul, we are Australia’s leading digital marketing specialists for SMEs. Contact us today.
