Samson Engineering – An Online Marketing Case Study


Samson Engineering is a fictitious engineering business located in Brisbane, QLD. They design and fabricate metal cast plumbing equipment and parts for use in large infrastructure projects such as hospitals, schools and office blocks.

They also service tradies requiring metal cast parts for smaller building projects. They have 100 employees including sales reps and a marketing dept.


  • A modern website which presents well.
  • Google Analytics is in place, but goal conversions have not been set up.
  • A CMS which is not easy to use and their current web dev agency are proving hard to deal with.
  • All products are listed on the website, but not on separate pages.
  • There is little content on the website apart from product related information.
  • Their Google+ local listings are all claimed but are light on supporting content.
  • They have a Facebook brand page that has become inactive since they set it up over a year ago.
  • They are prepared to invest in additional resources to accelerate their online presence and marketing initiatives.


  • Architects across Australia, and onsite tradies within QLD.


  1. Increase new customer lead generation via the website.
  2. Assume a thought leadership position within the prefabricated and bespoke metal casting plumbing industry within Australia.
  3. To present themselves as a progressive engineering firm centered on the values of service, reliability and community.
  4. To create a sense of community amongst their staff.


  1. Invest 70% of their online effort/ spend into the website as the primary online touch-point, and lead generator.
  2. Leverage the internal organisational IP for thought leadership and online search purposes.
  3. Create one common staff and community social media touch-point with a dedicated resource to manage the process.
  4. Continually experiment with leading edge technologies that have potential use-case business applications.



  • Install a more user-friendly CMS, and possibly appoint a new web dev agency.
  • Set up analytics website goal conversions.
  • Greater emphasis on imagery – higher resolution product shots required.
  • Embed supporting YouTube videos on product pages wherever possible (demos, maintenance info, etc).
  • Start a scoping a project to make the website mobile responsive (primarily for use by onsite tradies).

Organic Search

  • Attract long-tail search – place their 1500+ product items on individual pages with multiple keyword concept cross references (application/ geography etc).
  • Search optimise all product images – file names and alt text.
  • Transcribe all offline collateral products specs and product PDF’s to HTML web ages.
  • Add additional non-product related textural content to the websiste, e.g checklists, comparison charts, calculators, etc

Local Search

  • Optimise and enhance all Google+ local listings.

Thought Leadership

  • Set up a blog targeted at solely at architects
  • Integrate the blog into the website as a sub-domain or sub-directory.
  • Aim to publish one blog post per week (an internally shared responsibility).


  • Use Facebook as the branded front face to the local community and their own staff – no product or sales information to be posted here.
  • Create a timeline spanning back to the founding of the business (assigned to a current Board member).


  • Brand cutomise a branded YouTube channel.
  • Buy a camcorder, tripod and mic and start filming product related video content.
  • Buy video editing software to add branding and contact info to each uploaded video.
  • Search engine optimise all video titles.
  • Embed videos back into website.


  • Upload all product images onto Pinterest directly from the website (to maintain the links back to the individual web pages). Arrange products into boards by category and/or use case.
  • Train sales reps on how to present product information from their iPads via Pinterest (primarily when in front of Architects).


image by Defence Images