Strasburg Rail Road’s Mechanical Services team plays an integral role in maintaining the history of steam locomotives and railroad cars, not only at Strasburg Rail Road but across the globe. This in-house team holds a unique expertise in the restoration and reconstruction of historical railroad equipment using centuries-old craftsmanship and modern-day techniques.
The Challenge
The mechanical side of the railroad industry includes followers, hobbyists, and experts all across the world, and the Strasburg team wanted to be more vocal in the online space. However, their presence was limited to just a few pages on the Strasburg Rail Road guest experience website, geared more towards the tourism side of their business.
Additionally, the two business silos shared social accounts while trying to reach two different target audiences. The Mechanical team wanted to create their own online identity dedicated solely to showcasing their experience, innovation, and artistry throughout the global railroading industry.
Our Strategy
As part of an overall strategy for the entire Rail Road, Tower determined that the Mechanical Services team needed its own website. Using large, impactful photography, we created a website that first captures the users’ visual interest, but also tells the detailed story of the team’s capabilities.
Tower also produced keyword-optimized website content to ensure the site would be found in relevant searches by industry professionals and prospects. To help track site performance, we created a lead-generation form where potential clients and partners can reach out to the Mechanical Services team to quote on potential projects or to share insights and ask questions.
Additionally, we created unique Facebook and Google Adwords accounts for the Mechanical Services team so that they could target organic social posts, as well as social and PPC advertising, to an online audience with a technical interest in antique machinery.
The Results
Since the Mechanical Services website launched in August 2022, its social media presence has brought over 37,000 sessions to its website. Additionally, organic search traffic has grown 168% since the site launch. All of this has resulted in 100 lead submissions in just 8 months.
