Digital strategy

Jaylon Digital Strategy

Protecting what you have built, and preparing it for what comes next.

Prepared by Bang Digital

Where we begin

What you have built works. This protects it and enables growth.

For more than 80 years, Jaylon has earned its place as one of Australia's most trusted manufacturers of industrial plastics and coated textiles. That reputation was built the hard way, through technical know-how, quality that holds up in the field, and relationships that have lasted decades.

None of that should change. This is not a plan to reinvent Jaylon, or to change how the business does business. It is about enabling your team to do what they do best, delivering value to customers where they already are, and growing in a way that is more scalable and more profitable.

01

What has changed,
and why it matters now

Two shifts at once

Two things have shifted at the same time. The market has changed, with newer and smaller competitors and more customers bringing work in-house. And the way buyers buy has changed, with most of the decision now made online, before anyone picks up the phone.

0%
of a B2B buyer's time is spent with potential suppliers
0%
of the buying journey now happens with no salesperson involved

Jaylon's product and service are still the best in the field. The risk is that fewer customers ever get far enough to find that out.

Source: Gartner research on the B2B buying journey.

Six risks already in play

Pressure from two directions: the market outside, and how the business runs inside.

1

The market is fracturing

Smaller, faster operators are entering your best categories and some customers are bringing work in-house. Share goes quietly, one job at a time.

2

Customer information is not centralised

History, pricing nuance and relationships sit with individuals and in their spreadsheets. When someone leaves, much of it goes with them.

3

Competitors winning with marketing and sales

Rivals invest in marketing and a slicker sales process. They win on a more modern, easier buying experience, not a better product, while Jaylon's feels dated.

4

Growth is capped without systems

With no systems under the team, scaling means more manual effort and more load on the same few people, so profitable growth gets harder.

5

No visibility to plan ahead

No central view of where enquiries come from, what influences buyers or which products sell, so reporting, forecasting and planning are guesswork.

6

Time lost to manual admin

Quoting, follow-up and reporting are done by hand. Time that should go to customers and growth is absorbed by double-handling.

02

How we would partner to grow Jaylon

How we partner

Four aims, one connected system

1

Redefine the positioning

Reshape how Jaylon positions itself, not just as a deliverer of products but as a trusted expert partner that has solved hard problems for 80 years.

2

Consolidate customer relationships

Bring customer history, quotes and conversations into one place, so hard-won knowledge stays in the business and every interaction is informed.

3

Operational excellence

Remove manual admin with automation and consistent processes, so the team spends its time on customers and growth, not paperwork.

4

Grow the market

Expand into priority industries and products through search, content and targeted marketing, at a pace you control.

The sequence, at your pace

A measured sequence, not an all-at-once project.

1
Strategic development
Start here

Positioning, personas, segmentation and the strategy that guides everything else.

2
Website redesign
Built on the strategy

A site built around how buyers search, with your priority solutions as the hero.

3
CRM solution
Once the site is live

HubSpot as one source of truth, so knowledge stays in the business.

4
Market growth
When you choose to grow

Search, content and targeted campaigns into the markets you choose.

Stage one

Strategic development

Set one clear message and the strategy behind it: Jaylon as the trusted Australian manufacturer delivering tailored, managed solutions backed by decades of experience.

Personas matter here. A council, a commercial operator and a grower buy a tarp or tip system in very different ways, and we map each journey before anything is built.

Deliverables

  • Brand positioning review
  • Competitive and market analysis
  • Customer persona and journey mapping
  • Product hierarchy and industry segmentation
  • Go-to-market strategy

Stage two

Website redesign

Evolve the website from a brochure into an experience that guides buyers through industries and solutions, with your priority products as the hero.

Hero solutions: drop-in liners, greenhouse film, grain covers, stockpile covers and tarp deployment systems, with the full range still easy to navigate.

Deliverables

  • Planning: scope, sitemap, SEO and content planning
  • Design: low and high resolution
  • Development, analytics and tag manager
  • Testing, launch and team training
  • Content redevelopment and project management

Stage three

CRM solution

Implement HubSpot as the single source of truth, so customer knowledge stays in the business and the team is freed from admin.

One connected view of history, quotes, activity and lead source, with the automations and templates that cut manual work.

Deliverables

  • Scoping and sales pipeline strategy
  • Technical build: fields, stages, data clean and integrations
  • Lead scoring, dashboards, automations and nurture
  • Training and documentation
  • Project management

Stage four

Market growth

Reinforce market leadership through search, content and targeted campaigns, expanding into the industries and products you choose.

Built to lead with expertise, from technical resources and case studies to focused outbound, such as tarp deployment to tip operators.

Deliverables

  • Tracking, reporting and analytics setup
  • SEO audit, keyword mapping and site architecture
  • Technical content, guides and case studies
  • Ongoing optimisation and reporting
  • Campaign strategy and management

Where this can go

Future thinking

  • Paid search targeting high-intent keywords, aligned to personas in your focus markets.
  • Organic social across channels like LinkedIn, building thought leadership.
  • Advanced automation that engages and nurtures relationships for the long term.
  • Rich, custom video content, especially solution stories and case studies across industries.
  • Deep integration with Pronto, with automated quoting.
  • Business intelligence and forecasting that turns your data into decisions.

03

We have done this for businesses like yours

Like Jaylon, Auspan is an established Australian manufacturer working a long, relationship-driven sales cycle where buyers research well before they buy. We have taken them through this same journey in stages, and nothing broke.

What we did, and what it means for Jaylon

  • Rebuilt the website with a dedicated page for each solution, so buyers find the right product fast. This is the direct fix for a flat product catalogue.
  • Built search visibility around the industries that matter, so the right buyers arrive ready to talk, the same approach Jaylon can take across mining, agriculture and horticulture.
  • Brought their whole sales process into one connected system, replacing years of scattered spreadsheets so customer knowledge now lives in the business.
  • Run their ongoing digital marketing, so they stay visible to buyers between purchases.
93.7%
increase in revenue since working with Bang
0%
increase in rankings

I have been directly involved in our ongoing engagement with Bang Digital throughout 2024. From the initial planning stages, Bang Digital demonstrated their commitment to truly understanding our business objectives and challenges. Their team took the time to deeply understand our diverse market segments across agricultural and commercial, and helped us envision a digital presence that would serve all these audiences effectively.

Rather than simply acting as a service provider, they have positioned themselves as a true extension of our team. Their strategic guidance has helped us make informed decisions about our digital presence, across web, digital marketing, CRM and other touchpoints, while their technical expertise ensures these decisions are executed to the highest standard.

Al Black, Marketing Manager, Auspan

A leader in mine-spec fleet hire, selling to the same kind of large, considered industrial buyers as Jaylon. We keep them visible to the accounts that matter while they stay focused on their customers.

What we did, and what it means for Jaylon

  • Ran a multi-channel program across Google, LinkedIn and Meta to stay in front of a defined list of high-value buyers, the same approach for Jaylon's priority mining and agriculture accounts.
  • Targeted named, high-value accounts rather than a broad spray, so the marketing reaches the buyers who actually matter.
  • Clear monthly reporting that keeps the owner across results without adding to the team's workload.
0%
of their target client list reached on LinkedIn
0%
increase in time spent on site

Bang understand the pressures of business and the value of a marketing partner who is not just another service provider. Their management and reporting keep us on track, so we can keep doing what we do best and looking after our clients.

Lisa Clarke, Founding Director, Raw Hire

Change, without disruption

The best version of this work is the version you barely feel.

We introduce each change gradually, we do the build and the setup, and we train and support your team so they get value from the first day. Nothing replaces what works until it has proven itself.

Your team keeps doing what they do best. We handle the rest.

What success looks like

Not traffic for its own sake. Outcomes you can feel.

  • More of the right enquiries.
  • Less time lost to admin.
  • Customer knowledge that stays in the business.
  • A company that is stronger, easier to run, and ready to grow.

We measure against those outcomes, and report on them plainly.

Why Bang

We help established Australian businesses modernise without losing what makes them good.

We have done it for Auspan and Raw Hire, businesses that, like Jaylon, win on quality and relationships and needed their digital side to match. We lead with strategy, we act like part of your team, and we make the change feel manageable.

Bang Digital team
Certified partner and award winning
HubSpot Certified Partner
Google Partner
Meta Business Partner
Australian Web Award 2026, Best in Show
Campaign Brief WA Agency of the Year, 6-time finalist

04

Investment

Costed by phase, so you only ever commit to the step in front of you. The website is an estimate, confirmed after discovery. All figures exclude GST.

Phase one, the first step

Discovery, then the website

Discovery sessionsWhat it coversInvestment
Strategic positioningValue proposition, positioning, competitor and market research, market strategy$3,000
Customer journey and personasDefining personas across the product range and mapping their journeys with your team$4,500
Discovery total$7,500
Website (estimate, confirmed post-discovery)What it coversInvestment
PlanningScoping workshop, technical scope, sitemap, SEO and content planning$6,000
DesignLow-res design planning and high-res designs$7,500
DevelopmentSite development, Google Analytics and Tag Manager$9,000
Testing and launchUser testing, pre-launch QA, launch, training workshop and videos$3,000
Content redevelopmentReworking your existing content into the new templates$3,750
Project managementCalls, meetings and coordination across the project$3,000
Website total, plus $150 per month hosting and security$32,250

Phase two, when you are ready

Customer system: HubSpot CRM

ActivityWhat it coversInvestment
Scoping and strategyWorkshop with your team, mapping the sales process and data, defining the pipeline$3,750
Technical implementationCustom fields, deal stages, data clean and import, integrations, tracking, ad accounts$2,250
Lead managementLead scoring, reporting dashboards, automations and nurture sequences$3,000
Training and documentationWritten documentation and hands-on training for the team$2,250
Project managementCalls, meetings and coordination across the project$3,000
HubSpot CRM total$14,250

Growth and ongoing management

Search campaign and ongoing support

SEO campaign setupWhat it coversInvestment
Tracking implementationGA, GTM and pixel setup, plus account access$750
Reporting templateAnalytics reporting dashboard$300
Campaign implementationKeyword analysis, mapping, site architecture review and SEO audit$3,000
Strategy and client managementBrief and strategy, communications and technical liaison$450
SEO setup total$4,500
Monthly management (ongoing)What it coversPer month
SEO campaign managementOngoing optimisation and reporting$1,500
Strategy and client managementStrategy, communications and client meetings$300
Monthly total$1,800

The first step

Start with the strategy and the website.

A contained, lower-risk first step that proves the value before anything bigger. From there, you set the pace. We would welcome the chance to walk you and the team through it in person.

Bang Digital  ·  bangdigital.com.au

Sources: Gartner research on the B2B buying journey.

Click, swipe or use arrow keys