Steel Distribution Marketing

Growth partnership

Steel distribution marketing


  • Website not driving growth
  • Poor customer experience
  • Mostly paid traffic, local reach only


  • Digital brand strategy plan and execution
  • Brand and e-commerce website design and development
  • SEO strategy plan and execution


  • 100% growth in website-generated sales
  • 35% growth in organic non-paid traffic
  • National footprint established

100% growth

in website-generated sales

Edcon’s previous digital brand underwent multiple evolutions to try and increase sales and customer value. However, MD Hugh Edmunds knew it was still failing to address market dynamics and take advantage of digital opportunities. Brilliant Digital provided a full-service branding and digital marketing solution for Edcon Steel. We used our depth of experience and commercial mindset to develop an effective brand and website strategy.

Brand strategy considerations included:

  • Brand positioning
  • Brand extension and longevity
  • Brand differentiation
  • National and international market research and dynamics
  • Digital landscape
  • Competitor analysis
Two businessmen wearing uniform looking at the camera

Digital branding execution included:

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

“When we came to Brilliant Digital, the selling point for us was the strategy,” says Hugh. “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.”

National footprint established

E-commerce website development

Brilliant Digital delivered a fit-for-purpose e-commerce solution, thanks to our deep understanding of all the elements involved in a successful project. Existing data insights, a commercial mindset and the technical requirements of Edcon Steel were essential drivers.

E-commerce website development included:

  • E-commerce website execution plan
  • E-commerce website structure
  • E-commerce website design
  • E-commerce UX/UI design
  • E-commerce website development
  • ERP integration
  • E-commerce SEO
  • Copywriting
  • Photography
  • Data entry
  • E-commerce website hosting
  • Website maintenance strategy
  • E-commerce growth strategy

“In the space of a few years, we’ve stopped selling just to people in Sydney, and we’ve started selling to people all across the country, which is fantastic,” says Hugh.

35% growth

in organic non-paid traffic

Brilliant Digital then planned and continues to execute an effective marketing strategy with every activity strategised based on data insights to deliver the best possible return on investment for Edcon.

Digital marketing execution includes:

  • Marketing strategy
  • Performance plan
  • Content strategy and copywriting
  • Search engine optimisation (SEO)
  • Search engine marketing (SEM)
  • Social media management (SMM)
  • Electronic database marketing (EDM)
  • Photography
  • Data analysis, reporting and strategy
  • Website hosting and maintenance

Along with the increase in sales has been an increase in organic traffic, thanks to the strategic shift from SEM (paying to sit at the top of Google) to comprehensive SEO (working to grow free Google traffic).

“Now we’re getting organic clicks (that convert to sales) which are more productive and lucrative for us. They’re actually from people who are researching and finding our information.”


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
Edcon Steel

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
Pilot Air

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
Romar Engineering

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
Water Filters Australia

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
North Advisory


We are a full-service digital marketing agency offering
strategies that skyrocket your success, websites that WOW, content that converts and paid media that performs.

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