Pollak Web Consulting

Introduction: We focus on the customer. Everything else is details. Pollak Web Consulting is an outgrowth of working with clients for more than a decade and collaborating with them to achieve their digital dreams. By helping with everything from code to clicks to customers, we’ve aided hundreds of small businesses, executive leaders and in-house teams in presenting the best representation of themselves in both the digital and offline worlds. As a result of our extensive experience, we’re able to combine the tactical knowledge needed to execute a marketing plan with the strategic knowledge required to write such a plan. We follow a four-step process that’s almost guaranteed to produce results. And, while we’re big on strategy, we’re also ready to roll up our sleeves and push through the difficult, tedious work that’s necessary when executing a plan. With deep connections in the digital marketing world, we’ve been known to collaborate with some of the best marketers in the United States. Other times, the project is small enough for us to handle on our own. Either way, your project is in good hands with Pollak Web Consulting. We love helping small business owners, executive leaders and in-house teams solve their digital dilemmas. In our four-step process, we work with clients to identify the problem, draft a plan of attack, execute the plan and then analyze the results. Identify the Problem Sometimes, the problem is easy to identify. You don’t have a website. Therefore, you need a website. Other times, the problems are not so simple to fix. Let’s say sales are down in the last six months and you’re not sure what happened. We’ll work with you to analyze the sales process — everything from your advertising to your landing pages to your shopping cart and even your customer service — to understand both where and why prospects are falling out of the sales funnel. Drafting a Plan of Attack After identifying the problem, the next step is to draft a plan of attack. The plan can take many forms. For instance, if we need to design and code a website, the plan will take the form of a creative brief that can be used to outline how the site will represent your brand and how it will help you reach your goals. Our favorite framework for solving problems that are more marketing oriented or that require a digital marketing strategy is to use the Goals, Objectives, Strategies and Tactics framework. As the name implies, we would work with you to identify your goals and then define objectives tied to those goals. Next, we determine the best strategies for hitting those objectives and then finally decide what tactics to use in support of our strategies. This framework can be a powerful tool for achieving success in many areas of business but it is particularly effective for marketing plans aimed at launching new products and services or for going to market in new geographies. Executing the Plan After we draft the plan, we need to execute. This can mean putting our heads down to write code or it can mean going into Google Adwords to launch an advertising campaign. Either way, the tactics in our plan need to be carried out and, most importantly, they need to be measured. If the results can’t be measured, it may be difficult to assess whether the strategies worked. So, we do everything we can to make sure everything is measurable. Analyzing the Results After executing the plan, the next step is the analyze the results and determine if the plan worked. If the plan did work, that’s great. We can celebrate the win. Otherwise, we may need to go back to the plan, fine-tune the strategies and tactics and then execute once more. One way or another, we will work through the problem and find a way to solve it.