Recently, my wife and I went on our first cruise.
Even though we didn’t have an inkling of what to expect, we now have what we’re calling “Cruise Fever.” We plan on being repeat customers for the same cruise line — and wouldn’t even consider another.
It’s all due to the completely satisfying experience we had from the moment we stepped foot on the ship to our final moment aboard. The cruise line earned our loyalty by instantly pulling us in and retaining our attention in unique and entrancing ways.
Here’s how you can use the “cruise ship” model to help build your own loyal audience.
1. Provide top-notch customer service
When we arrived on board, we had so many questions.
- Where is our room?
- When do we eat, and what meals are included?
- Where is the pool?
- What should we do if there is some sort of emergency?
The cruise line understood that most people were going to have those questions, and they used that foresight to create an easy-to-read, but comprehensive, information packet.
But that was just the first day.
For the remainder of our trip, the cruise line continued its excellent customer service with friendly faces and warm smiles. They made us feel at home for the duration of our time with them.
We didn’t feel like customers. We felt like family.
If we ever needed something, we felt more than welcome to ask for it. Whether we were poolside, in our stateroom, or at the bar, the staff was polite and professional … without feeling “corporate.”
You should also anticipate the questions your audience and customers are going to have. By doing so, you can address them from the get-go and reduce any uncertainty first-time visitors to your site may have … which ultimately leads to more sales.
To implement this approach on your website, you could:
- Create a “Start Here” page and add a warm welcome to your “Contact” page.
- Make sure your customers know that you’re available to help if they ever need anything.
- Send a “Thank You” email when someone becomes a member or signs up for your email newsletter.
2. Offer a variety of content
From the moment we woke up to the time we went to bed, there was never a dull moment.
In fact, there were so many things to do, it was impossible to actually do them all in a single day. So, we had to pick and choose which activities were right for us.
Did I really want to sit around and play bingo? No, I would have felt a little bit out of place in that room.
Learn how to salsa dance? Ehh … I’m kind of clumsy with my feet, and I didn’t want to embarrass my wife like that.
Go watch some bigger-bodied men partake in a belly flop competition? Now we’re talking!
The point is, what appeals to some may not appeal to others.
To reach the highest number of potential customers, it’s wise to have a wide variety of content available on your site.
Mix things up a bit. Instead of just having a blog, consider adding other forms of content to your site like a:
Don’t give your prospects a dull moment that prompts them to look for someone or something else. Make it easy and fun to keep consuming your content.
3. Keep your guests full to the gills
It’s rare to find yourself hungry while on a cruise. There’s a buffet for both breakfast and lunch, and a nightly three-course dinner.
But it’s not just the quantity of the food; it’s also the quality, and trust me: this was top-notch cuisine.
You better believe that if the cruise line only had fast-food, we wouldn’t have been excited for each and every meal. Instead, due to the high quality, we found ourselves daydreaming from time to time about our next meal.
That can be the experience your audience has when you consistently create excellent content. They gorge on what’s in front of them and — as soon as their plate is clean — impatiently await more.
When you publish exemplary content that has your audience eagerly awaiting your next piece, you become their only reasonable choice.
The cruise line now has two recurring customers because of their excellent service, abundance of activities, and delicious meals.
By applying these lessons I learned while on vacation, you can create unforgettable experiences for your audience.
Now go … set sail and stand out from the competition.