We caught up with the brilliant and insightful Olena Pokalchuk a few weeks ago and have shared our conversation below.
Olena, thanks for joining us, excited to have you contributing your stories and insights. Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?
Am I happier as a business owner? Absolutely — most days, yes. But let me be real with you: there are moments when I think about what it’d be like to have a regular job again. You know, clock out at 5 pm and leave the worries at work. That thought isn’t about looking down on regular jobs at all — it’s just that entrepreneurship can sometimes feel like carrying an entire circus on your back.
I’ve walked every path in the marketing world. I started with freelance SMM projects, had a few stints balancing office work and side gigs (a combo I wouldn’t recommend unless you love chaos), and wrapped up my corporate chapter at a massive IT company with 11,000 employees. I’ve seen what it’s like to have structure, steady paychecks, and team potlucks.
Honestly, there’s a lot to like about having a regular job. You’re part of a team, and you’re not responsible for everything. When you’re a business owner, everything falls on you — from client relationships to taxes to making sure the team culture is thriving. And yes, there are moments when that weight feels overwhelming.
For example, taking a vacation as a business owner? Good luck. It somehow always turns into a “workation” — the big fan of which I am not. I’ll pack my beach bag with sunscreen and a book, but next thing I know, I’m on my phone answering emails, reviewing campaigns, and pretending the Wi-Fi by the pool is strong enough for a Zoom call. Relaxing becomes nearly impossible, and let’s just say my phone and I have a complicated relationship.
But then, I remind myself why I’m here. Working five years for someone else might mean a steady paycheck, but it’s also building their dream. Five years in my business? I’m not just earning; I’m growing, creating, and gaining skills and experiences I could never learn any other way.
That’s not to say one path is better than the other. My corporate job gave me the foundation I needed to stand on today. It taught me structure, teamwork, and resilience. I’m incredibly grateful for that time — it was essential to my journey. But I’ve realized that my heart is in creating something of my own, even if it comes with extra stress (and maybe a few sleepless nights).
Being a business owner isn’t easier — it’s different. It’s harder in some ways, but it’s also full of freedom and fulfillment. I respect anyone who thrives in a regular job because I’ve been there, and I know how much value that brings. For me, though, this is the path where I feel most alive, most myself.
Olena, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
Here’s a polished and engaging response that emphasizes your agency’s strengths and aspirations:
At The Digital State, we specialize in helping small and medium-sized businesses grow through smart, data-driven marketing strategies. Our services include audience research, market analysis, brand development, social media strategies, and mentorship, tailored to industries like tech, e-commerce, fintech, lifestyle, consumer goods, fashion, health, and wellness.
What sets us apart? It’s our commitment to creating impactful, client-focused solutions that deliver real results. We dig deep into understanding our clients’ needs, crafting strategies that not only solve their problems but also unlock new opportunities for growth. Whether it’s scaling a startup, revitalizing a brand, or breaking into a new market, we’re the partner businesses trust to make it happen.
We’re proud to have started as one of the leading marketing agencies in Western Ukraine, but we’re not stopping there. Our vision is bold: to become a nationwide leader, recognized across all regions of Ukraine, and to take our expertise global. Spain and the USA are our next big destinations, where we plan to expand and make our mark in the international market.
Our growth strategy is built on reinvestment — in our team, technology, and services. By staying flexible to market trends and collaborating with other agencies, we ensure we’re always ahead of the curve. We’re not just about marketing; we’re about meaningful marketing — strategies that drive real, measurable success for our clients.
In the next two years, we’re working towards becoming the go-to partner for businesses looking for innovative marketing solutions. Our goal is to create strategies that not only help companies grow but also build lasting relationships that thrive in the long term. At The Digital State, we’re not just helping businesses succeed — we’re building a legacy in strategic marketing, one success story at a time.
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
One thing we consistently hear from our clients is that we fully integrate with and commit to their business — and it’s true. We genuinely care about our clients’ success and approach their goals as if they were our own. We understand how marketing works and what our clients expect: fast results and a boost in revenue. But we also make it our mission to educate them about the long-term game of building sustainable growth.
We prioritize constant communication, ensuring our clients feel supported every step of the way. We’re big fans of our clients, and we intentionally work with businesses that align with our values and culture. When there’s mutual respect and shared goals, it’s easy to commit fully.
And then there’s the little things — the small gestures that leave a big impact. Whether it’s sending flowers to celebrate a client’s new location opening or curating thoughtful, personalized holiday gifts, we believe these touches make a difference. My favorite example is Christmas: we always take the time to create custom gifts and handwritten postcards for our clients. It might seem like a small gesture, but it’s those little moments of thoughtfulness that build strong, lasting relationships.
What’s been the most effective strategy for growing your clientele?
People trust people — that’s the biggest lesson I’ve learned as an entrepreneur. Even in the world of B2B, behind every partnership or deal, there’s a person making the decision. That’s why building meaningful connections and constantly investing in personal and professional growth have been at the core of our strategy.
For us, the best channel by far is word of mouth. There’s nothing more powerful than a satisfied client recommending us to someone in their network. It’s authentic, earned, and builds trust before we even step into the conversation. This trust isn’t something you can buy with flashy ads or clever campaigns — it’s cultivated through the relationships we nurture and the results we consistently deliver.
But word of mouth doesn’t happen by chance. We focus on creating exceptional experiences for our clients, going beyond what’s expected. It’s about more than just delivering results; it’s about how we make our clients feel heard, supported, and valued throughout the process. We celebrate their wins as if they were our own, offer thoughtful gestures to show our appreciation, and stay in touch even after the project wraps up.
We also make sure to stay active in professional communities, attend events, and share our expertise through speaking engagements and mentorship. By being visible and genuinely invested in the success of others, we’ve found that opportunities naturally come our way.
Ultimately, we believe that word of mouth is more than just a marketing channel — it’s a reflection of how well you’re doing your job and how much you genuinely care about the people you work with. When you build relationships based on trust and shared success, the referrals start to flow, and that’s how we’ve grown our clientele.
Contact Info:
- Website: https://www.thedigitalstate.co/en
- Instagram: https://www.instagram.com/helen_pokalchuk
- Facebook: https://www.facebook.com/share/6YG15KTgQtwtNigj/?mibextid=LQQJ4d
- Linkedin: https://www.linkedin.com/in/helen-pokalchuk
- Youtube: https://youtube.com/@prydumaly_podcast?si=fLaVqxbMVtnyclBb
