Manufacturing and B2B
Digital marketing for manufacturers and B2B companies
Nobody buys a forklift, building materials or industrial equipment on impulse. Buyers look for specifications, compare, send an enquiry and wait for a quote. That is why we measure B2B marketing not in likes, but in the number and quality of quote requests.
In short
Marketing for manufacturers and B2B: a website that works like a salesperson
Marketing for manufacturers and B2B companies is different from consumer marketing. Decisions take longer, more people are involved, and buyers want technical data, catalogues and references. So we build B2B marketing around content that answers expert questions and leads to an enquiry.
What we do
Specifically for your sector
Product and model pages
Every model with a specification table, applications, dimensions and documentation, instead of a PDF catalogue that Google reads poorly.
Quote requests
Forms shaped around your sales process: model, quantity, deadline, location, sent straight to your sales team.
Configurators and tools
A 3D configurator, calculator or model selector that helps buyers narrow down the options before they get in touch.
Google Ads for B2B
Campaigns on searches with clear business intent, excluding consumer and irrelevant searches.
Export markets
Language versions of your site and campaigns for the countries you export to, with correct hreflang tags.
Enquiry quality
We track which enquiries turn into quotes and orders, and adjust campaigns and content accordingly.
A long sales cycle needs a different kind of marketing
In B2B purchasing the decision is often made by several people, and weeks or months pass between the first search and the order. Buyers come back to the site several times: first to see who makes what, then to compare specifications, then to send an enquiry. So the site has to answer technical questions without a phone call, and make the enquiry easy once the buyer is ready.
That is why we measure more than submitted forms: documentation downloads, configurator use, calls and return visits to model pages. Combined with your data on which enquiries became quotes and orders, we can steer campaigns towards the searches that bring real buyers, not just a lot of enquiries.
Technical content that ranks
Manufacturers usually have an excellent product and a PDF catalogue, but a website with very little text. Google makes little use of PDFs for ranking, and buyers on a phone rarely open them. So we move specifications into HTML: a separate page for each model or series, a data table, applications, images, drawings and downloadable documentation.
For Extraform we built an extensive manufacturer website with a model catalogue, galleries and a 3D configurator, along with an SEO foundation, conversion tracking and llms.txt so that AI tools also understand the range correctly. For Lift&Carry we built a B2B site for forklift sales, rental and servicing, with expert articles that answer buyers’ questions.
Good B2B content answers the questions customers ask you by phone: what the difference between two models is, what installation requires, what the lead times are, which standards apply. Every answer like that on your site is one more search you can rank for.
Google Ads for B2B: fewer clicks, better enquiries
B2B searches are low in volume but high in value. One genuine enquiry can be worth more than a hundred clicks to an online shop. So we run tighter campaigns: keywords with business intent (model names, technical terms, “manufacturer”, “wholesale”), plenty of negative keywords for consumer and DIY searches, and ads that say clearly who the offer is for.
Where possible, we feed back into Google Ads which enquiries became quotes or orders (offline conversions). That way the algorithm learns from real buyers, not from everyone who filled in a form.
Exports and foreign markets
Many Serbian manufacturers sell into the EU. For export markets we build language versions of the site with keywords in that language (not a literal translation), correct hreflang tags and contact details that give foreign buyers confidence. More on our marketing for EU markets page.
FAQ
Manufacturing and B2B: questions and answers
Yes. There are fewer searches, but each one is worth more. A buyer looking for a specific type of equipment or material is very close to sending an enquiry, so even a few genuine enquiries a month can change a company’s results.
Ideally both, but the catalogue content should also exist as HTML pages. Google understands them better, buyers find them easier to read on a phone, and the PDF stays available for download.
By the number and quality of quote requests. Combined with your data on which enquiries became quotes and orders, we steer campaigns towards the searches that bring real buyers.
Yes. We have built sites in English, German and Hungarian, and we set up language versions so that Google shows each buyer the right one.
Work
Real examples
Extraform
A manufacturer’s website with a 3D configurator, ready for AI search
Related services
How we work
What marketing for manufacturers includes
In B2B sales the buyer often knows more about their own needs than the seller does, but not which product solves them. Good marketing for manufacturers helps them work that out for themselves.
A page for every model and application
Technical data, drawings, downloadable catalogues and completed projects. Every model has its own page, so it can appear in searches for its exact name.
Content for people who are still choosing
Comparisons, buying guides and answers to common questions bring in buyers before they send an enquiry to a competitor.
Getting ready for AI search
More and more procurement teams ask ChatGPT or Google’s AI “who manufactures” a particular piece of equipment. Structured data and clear descriptions help your company appear in the answer. Google covers the basics in its introduction to structured data.
Google Ads for specialist searches
Ads for precise technical terms, excluding consumer searches, so the budget goes on the right companies.
Marketing for manufacturers in practice: Extraform and Lift and Carry. See also generative engine optimisation.
How long marketing for manufacturers takes to bring enquiries
B2B sales cycles are longer, so marketing for manufacturers should be judged over quarters rather than weeks. Google Ads for specialist searches brings the first enquiries quickly, while technical content and model pages grow steadily. In our experience it works best when the sales team tells us which enquiries turned into business, because then we can aim campaigns at the right buyers. So we always connect the work to tracking enquiries from forms, phone and email, and we report results by product line.
Enquiry
Send us an enquiry.
We reply within one working day.
+381 69 740 754
office@plusnet.rs
Mon – Fri, 8:00 – 16:00 (CET)