Jun 03 2019
Jun 03

Astute marketers have stepped up to the concept of the Buyer’s Journey.  Taking the time to understand the full range of client personas and to gain empathy for the distinct phases that clients progress through as they explore and compare solutions, is now a key component of the marketing mix.

Let’s look at the potential for applying the concept of the Buyer’s Journey to a new leadership model that can serve as an essential resource for setting employees up for success.

First: a review of how understanding the Buyer's Journey is at the core of marketing effectiveness.

The exercise of mapping out the Buyer’s Journey produces insights that equip marketers to craft the right messages for the right media at the right time. The Buyer’s Journey also takes into account that not only do clients continue to have choices after the purchase, they now have a social media megaphone for broadcasting their experiences, and as such, there can be dire consequences for not continuing to pay attention after the purchase.  

While there are different models and different terminology to describe the Buyer’s Journey, the table below represents a snapshot of the distinct phases and the general types of marketing and messaging associated with optimizing impact within each. 

Buyer's Journey Snapshot

Phase Strategy Messaging/Media Awareness of need Focus on pain points / gain mindshare Industry-focused content that emphasizes empathy / Social media and sponsorships Consideration of solutions Education / help determine purchase criteria / Offer insight into what it’s like to work with you Emphasize scope and superiority of your offering / Content-rich blog posts, checklists, white papers, webinars, speaking engagements, case studies, trial offers Decision to purchase Validate decision Ease of implementation / training, support, webinars, user guides, community engagement Evaluation / advocacy Continuous added value Superior support, ongoing education and updates, closed Facebook groups, exclusive invitations, surveys, loyalty programs

 

Functional Model

Clearly, the days of the one-size-fits-all marketing campaign is a thing of the past. The bar has been raised and expectations are high for both messaging and solutions that are relevant to and resonate with clients’ specific needs. 

The concept of the Buyer’s Journey has gained traction because it makes sense and it works. It’s built upon genuine empathy and a sharpened focus on human centeredness in the design and delivery of both messaging campaigns and the solutions that they represent. 

Next Frontier: The Talent Journey

Imagine the impact if business leadership applied a similar model to the recruiting and retention of talent.  

Clearly, employees progress through distinct phases as they: 

  • Decide to search for a new job
  • Evaluate their options
  • Prepare for an interview
  • Participate in the interview process
  • Agree to join forces
  • Get onboarded
  • Become proficient in their new role
  • Evaluate the job and the company against initial expectations, 
  • Grow within the organization, and 
  • Evaluate future options.

Essentially these above phases fall within four basic categories:

  • Search
  • Sign on
  • Onboard
  • Empower

The following is a framework for the Talent Journey that mirrors the four phases of the Buyer’s Journey -- recognizing that this is simply a skeletal overview that needs to be refined and fleshed out to factor in the makeup of your team and the requirements of your company.

Talent Journey Snapshot

Phase Strategy Actions Search
Maximum positive exposure

Consistent social media posting, clear social media guidelines for current employees, presence at industry events, networking, incentive programs to encourage current employees to recruit to their sphere

Sign on Clarify expectations
Behavioral assessments that can be validated at the outset to help launch positive working relationships, detailed job descriptions and clarity concerning expected challenges, thorough information concerning benefits and company policies Onboard Set up for success

Frequent check-in along with a formal 30-day, 60-day, and 90-day program that sets goals and encourages issues and obstacles to be dealt with quickly

Empower Encourage stretch goals, remove obstacles, create a path for growth

Training, memberships in industry organizations, participation in industry events, open communication, employee surveys, 360 degree reviews, recognition programs

 

Talent Optimization

Leaders who adopt a Talent Journey mindset commit to paying attention and always being mindful of where team members are on the journey, within the framework of an intentional, empathetic model for connecting. As is true for the Buyer’s Journey, outcomes are optimized when there’s a recognition that different kinds of outreach are best suited for different phases of the journey.

Too often though, once talent has been hired and onboarded (insofar as such a process exists) they’re expected to merge with the culture, meet whatever demands come their way, and suck up any frustrations about the degree to which the actual job is out of alignment with their original expectations. 

To those who are thinking, “That’s too bad. This is business. The focus needs to be on innovation, attracting clients and maximizing profits--not coddling employees…” consider the cost of constant turnover, losing top talent to your competition, or frustrated employees operating at sub-par levels.

Talent Magnets = Great Leaders

A decade ago, when unemployment was teetering around 10 percent, leadership might have gotten away with more cavalier attitudes about cultivating talent. 

In the current economic climate, competing for talent is as critical of a success factor as competing for customers, and here’s the critical point: The competition is not won on the day that they agree to join forces. 

It’s no secret that turnover in tech is rampant. Talent knows their worth. They are mobile, well-connected, want top dollar for what they have to offer. According to Spicework’s recently published 2018 IT Career Outlook, more than one third of IT professionals in the United States are currently on the lookout for a new opportunity. Within your current team, can you accurately identify this 33 percent? Do you know who would be subject to being poached by a competitor if they got a better offer. Do you know who is frustrated and how that’s having an impact on their performance? 

Just as the Buyer’s Journey calls upon marketers to sharpen proficiency in multiple areas in order to optimize targeted effectiveness, the Talent Journey challenges leaders to be firing on all cylinders as they set talent up for success and help to remove obstacles for growth. The Talent Journey is both a model and a mindset that brings a richer dimension to our professional lives, deepening both relationships and the bottom line.

We’d love to hear from you! Do you view the Talent Journey as a workable model? What kinds of successes have you had in applying various components of it? Add your comments below or contact us today for a workshop on a leadership model that serves the specific needs of the talent journeys within your organization.
 

May 16 2019
May 16

“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has.”
        - Margaret Mead

Today marks the 8th annual Global Accessibility Awareness Day.

GAAD was inspired by a blog post written in November 2011 by Joe Devon, a Los Angeles based web developer who was frustrated about an overall lack of awareness about accessibility. He called for a day devoted to building a more inclusive digital world. 

About six months later, on May 9, 2012, the first Global Accessibility Awareness Day occurred with about a dozen virtual and in-person events. 

Today, there will be hundreds of GAAD 2019 events celebrated in every corner of the world. 

It’s wonderful that digital accessibility is inching it’s way into mainstream thinking, but too often, the time and resources associated with making sites and apps accessible is viewed as a burden -- a legal requirement that would gladly be avoided, if possible. The fact is, expanding digital accessibility represents a profound opportunity to take a more expansive, empathetic, and inclusive view of our world and that always leads to good.

Into the Light

Digital accessibility is emerging from a code-related "have-to" that happens behind the scenes. We need to talk about it more and see it as an opportunity. 

We are living in a digital world that shuts out or limits the ability to engage for an estimated 15 percent of the population -- customers, constituents, audiences. 

This translate into business. The disabled represent $490 billion in buying power. And millennials, who value inclusivity and social responsibility more than any generation that preceded them represent $3.28 trillion in buying power. 

Once we get it -- that ensuring digital accessibility is not only a legal requirement, it’s the smart thing to do and the right thing to do -- our passion for accessibility moves up several notches. And just as accessible ramps at entrances to public buildings serve far more than the wheelchair bound, it’s helpful to understand that accessibility is not just for the “disabled.”  Let’s consider some ways that accessibility modifications make digital experiences more engaging and flexible for people of all abilities.

  • Logical layouts and engaging designs are not just pleasant to look at. Any user can get annoyed when needed information is difficult to find and interactions are complicated, but users who have cognitive difficulties or limited computer skills can be frustrated beyond all measure. Be sure to evaluate the user experience from multiple perspectives and angles. 
  • Adequate color contrast is essential for enabling users with a wide range of visual impairments, such as color blindness, to read, navigate, or interact with a site. Low-contrast sensitivity becomes more common with age, but good contrast also ensures accessibility in low-lighting conditions and for users who could be experiencing any number of temporary visual challenges. 
  • Video captions are, of course, essential to enable the hearing impaired to understand the meaning of a video. They also enable videos to be accessible to viewers who are in particularly loud environments, or in settings where silence is required. 
  • Alternate text for photos makes a site more accessible for the visually impaired. It can also bring additional context and clarity to digital experiences.
  • Technology that converts text to speech is viewed as a requirement for the visually impaired. It’s also helpful for dyslexic users, people who prefer not to read, as well as people who want to multi-task. Coding websites and apps to convert text to speech has the added benefit of helping search engines to detect content.
  • Customizable text capabilities enable users to adjust the size spacing and color or text without loss of function or clarity. There are a wide range of visual impairments that make small text unreadable, and difficulties in reading small type inevitable accompany the aging process for everyone. 
  • Clear language is key to accessibility. Industry jargon and acronyms always need to be explained. Run-on sentences and paragraphs can frustrate users of all abilities and in particular those who have cognitive impairments or learning disabilities. In the current environment, there is no patience or inclination for unraveling complicated text. 

This is a lay person’s look at digital accessibility -- an issue in our modern world that’s inherently tied to the common good. 

Do you agree? Join the conversation and let us know how you have discovered digital accessibility to be a means to broaden outreach and build bridges.   

Apr 07 2019
Apr 07

I couldn’t be more excited about the fact that DrupalCon is in my town this year. I’ve lived in Seattle for more than 25 years and during that time, I’ve discovered some amazing places. 

So if you are looking to avoid the typical, touristy hot spots that cater to conventioneers (and I know that you are) and fast track your knowledge of where the in-the-know locals go, this list is for you. 

 

Drinking and Dining

Knee High Stocking Company

There’s a reason why the Knee High Stocking Co., is at the top of my list. Patterned after a Prohibition-era speakeasy Knee High stirs up some superior libations. Among my faves is the Cup of Awesome. One of these offers some insight into why the crazies, back in the day, thought that they needed to make liquor illegal. I’ve also been known to enjoy the Love and Violets--not currently on the cocktail menu, but if you ask nicely, I’m sure they’d be happy to mix one up for you. The full menu with a Filipino flair has has proven to be a perfect sidekick to some of the best cocktails in town.
Reservations are recommended. Call ahead to “get on the list.” In true speakeasy style, you’ll need to ring a doorbell for someone to invite you in.
1356 East Olive Way
206-979-7049

The Pink Door

Fabulous, fresh, classic, seasonal Italian fare is just the beginning. With a burlesque, cabaret vibe, the Pink Door has basically reinvented the restaurant experience. Delighting all five senses, and then some--the artwork, the lighting, the view of Elliot Bay, the element of surprise, entertainment that includes trapeze, cabaret, music and tarot--the Pink Door is a world unto itself that doesn’t take itself too seriously. What’s even more amazing to: it’s located right along the quaint Post Alley at Pike Place Market.
1919 Post Alley
306-443-3241  Reservations recommended

Dahlia Lounge

Another one of my favorites, Dahlia Lounge is viewed by many as a quintessential Seattle restaurant experience, and I couldn’t agree more. A pioneer of Seattle’s local, sustainable, and organic food movement, Dahlia features world-class wine and fresh-daily  Seafood. The menu feels completely original. The atmosphere is comfortable and casual. In other words, Dahlia Lounge is combines everything there is to love about Seattle in one delightful experience that's only a half mile from the convention center. My team was thrilled to discover that this was my pick for our DrupalCon kickoff dinner.
2001 4th Ave
202-682-4142 

Marrakesh Seattle

IMHO, Moroccan deserves a seat at the table of the world’s finest cuisines. Marrakesh Seattle promises a “True Moroccan Experience” and that includes extreme hospitality, a Sultan’s tent atmosphere, belly dancing Thursday through Sunday, a Hookah Lounge open from 9 p.m. to Midnight, AND dishes that combine a perfect mix of the most fabulous spices--cinnamon, turmeric, ginger, coriander, and cumin--along with culinary ingenuity that dates back many centuries. 
2334 2nd Ave.
206-956-0500 

Queen City Seattle

Located where many claim to be the site of the oldest bar in Seattle, Queen City is a first-class neighborhood bar and restaurant that’s just about a mile from the convention center. The classic black leather and dark wood interior has the feel of a storied spot where ordering a martini just seems like the right thing to do.
2001 First Avenue
206-402-5095

IL Bistro  

In the heart of the Pike Place Market, IL Bistro is authentic, Northern Italian, and there’s nothing not to love about that. While you are there, check out Pike Place Flowers, where you can pick up a phenomenal bouquet for a mere $10--not a bad idea to stop in on your way out of town.
93A Pike Street
206-682-3049

Lowell’s Restaurant

With a tagline of “Almost Classy Since 1957,” Lowell’s is a Seattle institution whose loyal customers (myself among them) are perfectly happy with things staying just the way they always have been. Seafood is delivered fresh daily and incorporated into hearty and delicious breakfast, lunch and dinner menus. What else? Five unique bloody mary creations, a “market mule” that takes the Moscow mule to a new level, three floors of seating with each one offering views of the Olympic Mountains, Puget Sound, and the Port of Seattle. Never will there be a need to change a thing at Lowell’s. 
1519 Pike Place
206-622-2036

Beecher’s Handmade Cheese

The world needs more institutions that use words like Dedication, Passion, Commitment, and Ardent Skill, in reference to their Cheese-Making Mission. Beecher’s Handmade Cheese is a cheese shop and a cheese-focused cafe where you can witness the miracle of cheese making, learn about cheese, taste cheese, buy cheese, and order dishes with cheese as the star ingredient.
1600 Pike Place
206-956-1964

 

Coffee

The Original Starbucks

It all started in Seattle--the elevation of coffee from something you percolated at home to an experience with a vibe that of course included WIFI. The first Starbucks opened in Seattle in 1971. Five years later it moved to this First and Pike Street location in Pike Place. While Starbucks is a few decades away from being considered off the beaten path, a visit to this location is recommended--if for no other reason than to get a glimpse of what LEED® gold certification is all about. Practically the entire interior is constructed from recycled or upcycled materials.  
1002 Pike Street

Caffe Ladro

Seattle takes its coffee very seriously. We are all required to have a favorite coffee place and to have strong opinions about it. For me, it’s Caffe Ladro. No question. With 15 distinct locations throughout Seattle, I am luckily never too far from a Caffe Ladro. The closest one to the convention center is to at
801 Pine St.
206-405-1950

Beyond Food and Drink

UPS Garden Waterfall Park

Hardly among the “secrets” but definitely worth seeing, Waterfall Park is just a little over a mile South of the convention center. Built to commemorate James Casey, the founder of UPS, Waterfall Park features a 22-ft. artificial waterfall--amazing--and a monument to Postal Service workers.   
219 2nd Ave. S
206-624-6096

Freeway Park

Nowhere in the world is there anything like Seattle’s Freeway Park and the excellent news for us at DrupalCon is that it connects to the Convention Center. The 5.2 acre Freeway Park bridges over Interstate 5 and a city-owned parking lot. Brilliant and right in the heart of Seattle.
700 Seneca St.
206-684-4075

Gum Wall

From the sublime to the ridiculous ... Seattle’s Gum Wall is a brick wall covered in used chewing gum. It’s A local landmark, in an alleyway under Pike Place Market, and a popular spot among both non-germaphobe tourists and locals to get their picture taken. 
1428 Post Alley

About Drupal Sun

Drupal Sun is an Evolving Web project. It allows you to:

  • Do full-text search on all the articles in Drupal Planet (thanks to Apache Solr)
  • Facet based on tags, author, or feed
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  • View the entire article text inline, or in the context of the site where it was created

See the blog post at Evolving Web

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