The most proactive outsourced marketing company we've ever used. Thanks for being both creative and also implementing/executing fast to get tangible results đź‘Ť
Rodney Doven
Asset building Systems
MAKING AN IMPACT
MANUFACTURING.
BUILT TO GROW.
Make complex capabilities easy to understand. Reach decision-makers, demonstrate your quality and nurture considered purchases.
Clients we work with
EXPERIENCE IN YOUR INDUSTRY
THE WORK.
THE RESULTS.
Allshelter
Paid search, SEO and a better website journey, supported by clearer attribution.
50%Reduction in cost per sale
Read the case study 
Asset Building Systems
Paid campaigns, search and a redesigned website connected around lead generation.
120+Monthly Meta leads
Read the case study 
Citi Industries
A search and website strategy that turned visibility into commercial results.
$100KMonthly revenue driven by organic rankings
Read the case study FROM THE PEOPLE WE WORK WITH
GOOD WORK.
GREAT RELATIONSHIPS.
An excellent company to work with for both digital marketing and web development. Their team consistently demonstrates strong expertise, proactively suggesting improvements and making ongoing adjustments to deliver the best possible results.
Trixie Hobson
Allshelter
We’ve been working with XO Digital for nearly a year, and the results speak for themselves. They have done an outstanding job, and their team truly understands how to drive online search performance and deliver real outcomes. I highly recommend them to any business that is serious about search engine success.
Julia Casey
Packserv
Excellent service and transparency. XO really feel like a partner that has our best interests at heart not an agency trying to rinse us for every dollar they can. Technically very sound and helped get our Hubspot into shape and manage our Google Ads account
Steve Cox
Winki Energy
X/o Digital have doubled my appointments in a matter of 30 days. Highly recommended for google ads and SEO.
Adelle Mackintosh
Lumi Lash & Co
X/o has been fantastic. The team has been able to get me ranking on page one for multiple cities in an industry that is extremely competitive. I can't recommend them enough!
Daniel Wakim
DWLF
Highly recommended! They offer unlimited advice and suggestions to enhance the overall marketing performance of a business. They take complete ownership of the success of each campaign, truly dedicated to achieving remarkable results.
Tom Hall
Nodd Solutions
Choosing XO Digital as our web development partner has been a game-changer for our business. Zyran and team are not only incredibly responsive but also exhibits a genuine commitment to understanding our unique needs, something we had struggled to find in previous partnerships. From the outset, XO…
Rezelda Smith
PSC
XO Digital has completely transformed our approach to Google Ads. Previously, we were spending money with little to no results for months. However, once XO Digital took over, we saw a dramatic shift. They delivered great results in a remarkably short time frame, changing the game for us. Will…
Bosco Wong
Integrated Chiropractic
I am continuously impressed by the exceptional service we receive from XO Digital. They proactively manage our entire marketing portfolio, from website oversight to coordinating all marketing channels. It’s a relief having one dedicated person seamlessly handle everything. XO Digital consistently…
Allen Barac
Zgrada Pools
WHAT WE UNDERSTAND ABOUT MANUFACTURING
LONG CYCLES.
FEW BUYERS.
A manufacturer’s market is small, technical and slow. The month a campaign runs is rarely the month the revenue lands, and the person who searches is usually not the person who signs.
The buyer is three or four people
An engineer shortlists on specification, procurement pushes on price and lead time, and an owner or operations manager approves. Each of them needs something different from the same website, and the site has to survive being forwarded internally.
Enquiry volume is the wrong scoreboard
Ten enquiries a month can be an excellent result if two are genuine projects. We report quoted value and pipeline, and we expect the lead count to look small next to a consumer account.
Specification does the selling
Tolerances, materials, capacity, compliance and lead times persuade better than adjectives. Where that detail is missing, a buyer assumes the work is out of your scope and moves on without enquiring.
Capital spending runs on its own calendar
Project approvals, capex budgets, end of financial year and plant shutdowns set the timing. Demand is rarely created by an ad; it is captured when a project is already funded.
THE DETAIL THAT DECIDES THE RESULT
SPECS, TENDERS.
AND LEAD TIMES.
Four practical things that move a manufacturing account more than creative does.
The capability page is the sales asset
Buyers search by process, material and standard rather than by company name. A page per capability, carrying tolerances, machine list, materials, certifications and typical lead times, is what gets shortlisted and what a search engine can rank.
How we use it
We build the capability and specification pages first, with detail your engineers already have, and point every search campaign at the matching page. Spec sheets and capability statements are gated only where the sales team will genuinely follow up; everything else is left open so it can be forwarded and cited.
RFQs and tenders are a separate funnel
A request for quote arrives with a deadline, a drawing and competitors already named. It is not a lead to nurture; it is a deadline to meet, and the response time and format often decide it.
How we use it
Quote requests route straight to the estimator with the drawing attached, and we track quoted value, hit rate and reason lost. The marketing job is to be on the list before the RFQ is written, which is what the technical pages, association presence and engineer-intent search terms are for.
Lead times, minimums and freight qualify harder than price
Minimum order quantities, lead times and freight costs remove more prospects than price does, and discovering them late wastes an estimator’s week.
How we use it
Those conditions go on the page and into the enquiry form. We would rather lose an enquiry on the website than in a quote that took three hours to prepare.
The sale happens offline, so reporting follows it
Deals close on the phone, on site and in a boardroom months after the click. Advertising platforms will confidently attribute almost none of it, and will claim credit for the rest.
How we use it
Every enquiry becomes a CRM opportunity with a source, and we report open pipeline, quoted value and won revenue by channel and capability. Where a source genuinely cannot be known, we say so rather than presenting a modelled number as fact.
HOW WE RUN A MANUFACTURING ACCOUNT
BE FOUND.
BE SHORTLISTED.
The account is built to make you the second call a buyer makes, then the first.
Manufacturing accounts are judged over quarters, not weeks. We agree the leading indicators in the first month, covering qualified enquiries, quoted value and response time, so there is something honest to read while the pipeline matures.
WHAT THE WORK TAUGHT US
WHAT WE LEARNT.
THE HARD WAY.
Three we can be specific about.
We judged the first quarter on leads
On an early account we reported lead volume monthly. It dipped in month two, we restructured the campaign, and the pipeline that had actually been building took another two months to appear as quotes. We had switched off the best audience in the account.
What we do now
The reporting window is matched to the sales cycle before launch, and no campaign is restructured on one month of lead volume. Quoted value and pipeline lead the report; lead count sits underneath them.
We put marketing copy where specifications belonged
A rewritten site replaced technical detail with benefit statements. Enquiry quality dropped immediately. Engineers could not tell whether their job was in scope, and the enquiries that did arrive came from people who could not read a drawing.
What we do now
Technical detail leads and plain language supports it. Every capability page is reviewed by someone who actually does the work before it goes live.
We ignored the customers already on the books
Budget went to new-name demand while repeat and adjacent work sat unattended: the cheapest revenue in the business, in an industry where an existing supplier relationship is worth years.
What we do now
Customer and account-based campaigns run alongside acquisition: reorder prompts, adjacent capabilities, and the news that tells a past customer you now do the thing they are about to tender.
WHERE WE SIT
NOT A VOLUME SHOP.
A COMMERCIAL ONE.
We suit manufacturers who can name what a good customer is worth better than we suit anyone buying enquiries by the dozen.
We work in the technical detail
We will ask for time with your engineers and estimators. Nothing we publish about tolerances, standards or capacity is invented, and that is the part most agencies skip.
We are honest about attribution limits
Long, offline sales cycles cannot be attributed perfectly. We report what is known, label what is modelled, and never present a platform’s self-reported conversions as revenue.
Manufacturing is core work for us
Solar, manufacturing and trades carry most of our work, and the same buying behaviour runs through all three: considered, technical and constrained by capacity.
WHAT IT IS WORTH
- One account can fund the year
- We size the work against your average order value and customer lifetime rather than a cost-per-lead benchmark borrowed from another industry.
- Estimator hours back
- Qualifying on the page and in the form means fewer three-hour quotes for work that was never going to land.
- A site that keeps earning
- Capability pages rank, answer the shortlist question, and are what a buyer forwards to the person who signs. They do not stop working when the media budget pauses.
Right fit
Manufacturers with a defined capability, a real quoting process and someone who owns follow-up. Considered, higher-value work where one new account genuinely matters.
Not the right fit
Commodity products competing on price alone, businesses already at capacity with no plan to expand, and anyone who needs enquiries to convert inside a month.
LET’S START WITH YOUR BUSINESS
GOOD GROWTH.
STARTS HERE.
Tell us where you are, what you’d like to improve and how you’re currently investing in marketing. We’ll review the details before discussing the right next step.
Zyran ErasmusHead of Growth, XO Digital
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LET’S MAKE YOUR NEXT MOVE COUNT
READY FOR WHAT’S NEXT?
Tell us where you want to go. We’ll talk through how to get there.
Start a conversation