Steel stockholding and processing group Barrett Steel, which continued to invest throughout the recession, has turned to digital marketing to support its ambitious international growth plans.

The Bradford-based group, which is the UK’s largest independent steel stockholder and processor, operates through three divisions covering general steel, tubes and engineering steels.

While some of its operations have been hit by the downturn in construction, the company has invested around £10m over the past two years in machinery to enable it to provide extra services to customers.

This includes six lasers at its tubes division, based in Tipton, West Midlands. The latest £1m machine was delivered this week, and the company also operates the largest tube laser in the world.

The processing equipment enables Barrett Steel to supply steel tubes ready prepared for their end use, depending on customers’ needs In the engineering steels division Barrett has also invested in new kit, such as pin and drill machines, along with investment in IT for the group operations.

Ralph Robinson, group board member and managing director of the tubes division, said Barrett was looking to expand its operations internationally. It is in the process of establishing an operation in Houston, Texas, to serve the US oil industry and was also growing in Europe and other markets.

The growth plans will be boosted by its new digital marketing, which sets it apart from most steel stockholders.

Barrett Steel has appointed West Yorkshire digital design and development agency NetConstruct to support its international expansion.

Following the successful completion of a project to build a new brand and website for Barrett Steel, NetConstruct has been awarded a substantial contract to manage the company’s digital marketing.

David Bentley, NetConstruct managing diretcor, said: “Barrett Steel wanted greater competitive advantage and closer engagement with its customers, which it knew couldn’t be achieved through a static website alone.

“Our strategy is designed to support their ambitious business goals in a traditional sector where digital marketing is not common practice.”

Ralph Robinson said: “NetConstruct impressed us with their collaborative approach and understanding of our business. This digital marketing campaign will effectively expand our sales force and help us reach wider markets as we grow globally.”