Above: the “Gyermekvasút” railway, Hungary
Would you trust children to run a rail network?
What if it were freight?
What if it spanned more than one time zone?
It might be possible for children to run trains if we’re talking about just one line and it’s just for passengers.
Indeed it has, at the Hungary’s “Gyermekvasút” railway on the outskirts of Budapest.
But on a wider scale than that, a rail network will probably employ only adults.
And if the company has operated rail for a certain time, it has probably employed more than one generation of (adult) workers. Plus, if your company has an operating revenue over 24 billion dollars yearly, and if your company has generations of industry experience, why not show that?
If you have generations of experience, it’s great to show your expertise with credentials.
Union Pacific does exactly that with its community and heritage webpage, ‘Inside Track.’
Above: A Union Pacific freight train
By describing its heritage locomotives, such as the 4-8-8-4 “Big Boy” (the largest steam locomotive ever built) Union Pacific shows not only its heritage but also its knowledge in the field of rail logistics.
Above: the “Big Boy” steam locomotive, part of Union Pacific’s heritage operations
As an added bonus, the company’s web content on its heritage locomotives create excellent goodwill, as the content unites dozens of thousands of enthusiasts who, in turn, willingly share experiences about the company that show it in a good light.
So if your company has operated for generations, and you’re confident you know your market… think of what you could gain by sharing this. A website might be considered old-fashioned by some these days, but backed up by relevant social media (favouring LinkedIn for B2B, but with greater diversity advisable for B2C), it’s still a useful tool.
It’s true that the business Union Pacific is primarily what you would consider B2B.
That being said, it is worth considering how its heritage operations are not B2B, but that through these heritage operations – such as running classic steam engines – it creates neat PR, which builds not only trust in its brand, but also builds a loyal (and active) following, which improves the firm’s online presence and reputation.
By sharing meaningful content with clients or customers, you can share your story.
And by sharing your story, you can share your expertise – and hence increase your visibility, an audience among whom there may well be a new buyer of your products or your services.
Sources:
Union Pacific Railroad Company: Union Pacific Reports Fourth Quarter and Full Year 2024 Results
UP: Mighty ‘Big Boy’ Locomotive Reflects Evolution of Rail Technology
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