We were approached by Solomono, a Ukrainian developer of online stores and e-commerce platforms. The company provided services for the creation and rental of websites, as well as related services: functionality improvements, SEO promotion, and store migration. 

Solomono wanted to grow in the Ukrainian and European markets, steadily attracting new orders and partners. 

Their task was to generate additional profit as a break-even point. To do this, they needed to attract 200+ rental sites or provide the number of programming hours specified in the brief. 

The company approached us to develop a comprehensive marketing strategy to attract customers and partners in Ukraine, Germany, Poland and other European countries.

How long did it take to develop the strategy? 150 hours, 6 working weeks
What is the composition of the marketing strategy development team? Head of Marketing Team, Head of PM Team, Head of Content Team, Project Manager, Operational Marketer, SMM Marketer, Head of PPC Department, PPC Facebook Specialist.
How were the results of the work used? Independent implementation by specialists on the client’s side.

Initial data

Before analysing and developing a strategy, it is important to synchronise and define the project goals, product and target audience. 

Clearly stating your goal helps you focus your efforts on the right tasks. 

Our client 

Solomono is a SaaS platform for quickly creating online stores, combining CMS functionality, design flexibility, and scalability options necessary for small and medium-sized businesses. The project has been operating for over 7 years and already has tens of thousands of users in more than 20 countries around the world, including Ukraine, Israel, Spain, the United States, and Latin America.

Solomono is a comprehensive ecosystem for e-commerce, where every entrepreneur can:

  • create an online store from scratch without technical knowledge;
  • Choose from 170+ ready-made modules and integrations (from CRM to delivery services);
  • adapt the design to your needs;
  • manage SEO, content, products, analytics — all in one interface;
  • scale without having to migrate to other solutions.

The platform also offers fixed-cost rental models, which are particularly attractive for small businesses and start-ups.

Main goals: in the short term, achieve a specific profit, and within a year, consistently sell at least 5 new websites and attract 100 rental websites per month. 

Target audience: five customer segments: entrepreneurs with small budgets (rental), with large budgets (store design); businesses with existing websites looking to switch to another platform; dropshippers; and Instagram sellers who want their own store. This provides a foundation for beginning the analysis in order to focus on the result. 

Market analysis

Market analysis provides a solid foundation: it reveals actual demand, the strength of competitors, and changes in customer behaviour. Without it, a strategy is not a clear plan of action, but rather a work of art. 

During our analysis, we collected up-to-date data on global, European and Ukrainian e-commerce. 

Global market e-commerce: $16.6 trillion (+ growing ~27% annually). According to our data, it could reach $70.9 trillion by 2028. 

Key growth drivers: 

  • expansion of Internet coverage;
  • accessibility of mobile purchases;
  • behavioural changes during the pandemic.

As for Europe, in 2022, 91% of Europeans used the internet, and 75% of them made online purchases. The share of online shoppers in the EU has grown by 20% in 10 years. This shows the potential: Europeans are eager to shop online, but at the same time, many small and medium-sized businesses are still not sufficiently digitised. 

Seasonality: 

We also analysed search interest and identified a typical seasonal pattern. Our observations suggested that advertising creatives should take into account the seasonality of interest in key platforms.

The e-commerce market is showing impressive growth driven by global factors. Key opportunities include expanded automation, mobile responsiveness, and voice services. 

When was the last time you updated your picture of the market? The figures themselves are not enough in the current dynamic environment: you need to be able to read them in context, interpret them through real customer behaviour and translate them into specific management decisions.

Sign up for a free consultation with our marketing specialist — we will assess your market and competitors and determine where you can strengthen your position and scale your business right now.

Competitor analysis

This stage shows how other players compete, what they base their value on, and what tactical decisions they use to attract customers. It helps to identify your own points of differentiation, form a strong value proposition, and build your positioning. 

At the same time, we evaluate the customer experience of competitors: website quality, clarity of messages, funnel structure, content strategy, and communication level. As a result, you get a balanced analytical basis for strategic decisions that strengthen your brand and open up new opportunities for growth.

As part of our strategy for Solomono, we conducted a detailed analysis of six key platforms. The focus was on each brand’s digital ecosystem:

  • pricing and business model;
  • positioning and communication messages;
  • website structure and UX;
  • content strategy (blog, CTA, SEO);
  • SMM presence;
  • advertising campaigns (Google Ads, Meta);
  • key partnerships;
  • format of interaction with the audience.

Each area was analysed separately by a content marketer and an operational marketer, focusing on tactical decisions, engagement models, user journey, and conversion business logic.

Based on this, we:

✅ We compiled comparative tables regarding tariffs, advertising activities, website structure, and content solutions.
✅ We identified key competitive messages.
✅ We identified competitors’ practices that should be scaled up: for example, the thematic structure of the blog, communication blocks for different target audiences, comparative pages, involvement of internal media personalities, and authoring content.
✅ We identified channels with low return and made recommendations for their rethinking or removal.

All conclusions were compiled into a structured document, supplemented with expert interpretations and prioritisation regarding the implementation of recommendations.

Want to know what marketing tactics your competitors are using and what is driving their growth? We will conduct a systematic analysis of your competitors’ communications, positioning, advertising, websites and content. As a result, you will receive specific points of advantage and ready-made recommendations.

Analysis of the Solomono project

This stage is a strategic prerequisite for effective scaling. It involves reviewing your website, blog, and social media accounts to see how well your communication channels are actually working to drive sales. 

We evaluate:
– whether the brand values are clearly communicated;
– how convenient and fast the website is;
– what content formats already exist and which ones are missing;
– which social networks bring coverage and which ones need to be relaunched;
– whether the SEO technical base meets the expectations of search engines.

This is a critical stage that allows the platform to be prepared for growth.

For example, checking the website’s SEO settings, page languages, and loading speed are all critical to the success of campaigns.

01. Website analysis

We evaluate not only design, but also functionality, user path logic, technical optimisation, and adaptation to different markets.

It is important to understand whether the benefits are clearly communicated, how convenient it is to go from the first visit to the application, and whether technical issues (slow loading, lack of localisation, poor SEO) are slowing down the website.

📌 What was discovered in the Solomono case:

  • No localisation when switching from European IP addresses — users saw the Ukrainian-language version of the site, which undermined trust and conversion.
  • Some design solutions (bright blocks) overloaded the page, visually “blurring” attention.
  • The home page did not have a clear primary CTA (e.g., “Create a store”), which made it difficult to transition from discovery to application.
  • The blog contained useful articles on relevant topics, but we noticed that there were no convenient CTAs after the articles.

02. Content and blog analysis

Content is your communication channel with the customer. Through your blog, you:

  • develop expertise;
  • drive traffic from search engines;
  • “warm up” leads to purchase.

We check the structure, depth of materials, presence of calls to action, and SEO optimisation.

📌 What was discovered in the Solomono case:

  • There are useful articles, but there are no CTAs after the content — traffic is not converting.
  • Cases are unstructured — it is difficult for users to grasp their value and real results.

03. Social network analysis

Social media is a place where emotional connections with brands are formed, loyalty is built, and organic traffic is attracted. We analyse:

  • activity, frequency and format of publications;
  • relevance of content to the target audience;
  • localisation for different markets;
  • channel engagement and effectiveness.

📌 What was discovered in the Solomono case:

  • The Instagram and Facebook pages were created a long time ago, but were updated irregularly.
  • All content is in Ukrainian, which makes it impossible to work with foreign target audiences.
  • Twitter has not been updated for a long time, but there is still an active link to it from the website.

An audit provides insight into what your digital foundation is based on. 

Afterwards, we always formulate expert conclusions and recommendations and offer clear, verified solutions that will help increase conversion, improve brand perception, and prepare the platform for scaling. The recommendations also cover working with internal analytics.

Want to see the weak points of your website, content, and social media with specific recommendations? Sign up for a free diagnosis with our marketer to discuss a plan of action.

Lead generation analysis

A well-developed lead generation strategy is essential for companies to ensure a steady flow of new enquiries and sales. 

Firstly, controlling the cost per lead (CPL) directly affects the cost of customer acquisition (CAC) — understanding how much each customer costs helps you choose the most profitable channels for investment. Secondly, a competent strategy increases advertising effectiveness: you focus your budget on audiences that are genuinely interested, instead of spending money on “broad” campaigns with low returns. 

A well-designed lead generation system can easily scale alongside your business. By tracking key metrics (conversions, CPL, etc.), you can understand what works best and scale successful campaigns accordingly or quickly change your strategy if necessary. 

In other words, lead generation provides companies with a controllable growth tool: it reduces customer acquisition costs, increases the ROI of advertising investments, and lays the foundation for business scaling.

01. Audit of advertising accounts 

First, we conducted a detailed audit of the existing advertising accounts on Google Ads and Facebook Ads. We analysed the structure of campaigns, targeting settings, advertisements, and conversion trackers. Based on the audit, we prepared recommendations for improving each channel.

02. Lead cost analysis and audience segmentation 

We calculated the current lead cost by channel and determined how to reduce it without compromising quality. An important step was segmenting the target audience and dividing the marketing funnel into ToFu/MoFu stages (top and middle of the funnel). For Top of Funnel (ToFu) campaigns, we created offers for the “cold” audience — people who were not yet familiar with Solomono. Middle of Funnel (MoFu) campaigns, on the other hand, were aimed at “warm” audiences — users who had already shown interest (for example, by visiting the website or subscribing to the newsletter). This division allowed us to tailor different advertising messages and approaches for each stage: at the top level — educational content and broad awareness, at the middle level — more specific offers and calls to try the product.

03. Audience testing and target optimisation 

We also recommend testing several types of audiences: segments by interest (entrepreneurs, e-commerce, dropshipping, etc.), remarketing (retargeting website visitors) and lookalike audiences (similar to existing customers). This approach allows you to collect data on which audiences respond best. 

But at the same time, it is important to regularly track the CTR of ads, the conversion rate from each audience, and the cost per lead in order to disable less effective connections during the optimisation process.

04. Preparing the website and content for campaigns

Alongside setting up advertising, we have outlined recommendations for working on landing pages and content.

05. Budget formation, launch and optimisation 

Taking into account the goals set, we planned the advertising budget and distributed it among channels and stages of the funnel. In particular, we determined the optimal ratio of investments in Google Ads (to capture active demand through search ads) and Facebook Ads (to generate demand and remarketing on social networks). 

After analysing the results for Solomono, we provided the client with a number of practical recommendations. The data obtained from lead generation campaigns becomes a clear foundation for further action: we know exactly which channels bring the highest quality leads, which messages resonate with the audience, and where there is still room for growth.

Ready to increase your sales? Sign up for a free diagnosis. Our team will analyse your current marketing activities and propose a strategy that will bring you quality leads and new opportunities for your business to grow.

From analysis to marketing strategy development

A marketing strategy is a comprehensive plan of action for the medium and long term. It defines how the business will achieve its goals. Usually, the strategy is divided into stages or phases: in our case, reaching the target income (break-even point) and scaling up to new markets. 

Key components of the strategy: positioning (what you promise the customer), proposition (what products/services you sell), channels (where you communicate with them), and budgeting. 

It is very important that all parts of the strategy are coordinated.

After conducting an in-depth analysis of the market, competitors, website, social networks, content, and lead generation, we developed a comprehensive marketing strategy for Solomono. We formulated a two-stage strategy, taking into account the business goals set. 

1. Achieving *target income* (break-even point)

First, we focus on free channels — SEO, blogs, social media, and content marketing — and only then add paid advertising. This is how we build a lead funnel: initial contact with the brand (even free) → email newsletters → paid campaigns to accelerate sales.

  • Repositioning the USP: changing the message from purely technical to a focus on business results and scaling. At the same time, we are developing separate landing pages for key segments: website rental (for beginners/dropshippers), store builder (for small brands) and full development (for medium-sized businesses). This will allow us to convey the necessary USP to each audience.
  • Resource optimisation: we implement specific changes to the website — we add localised language versions and SEO for them, create a separate page with reviews, detail the differences between services, and create a page comparing us with our competitors. We are also improving the conversion process (for example, the test site should register successfully and display a loading indicator so as not to lose the user). Analytics: we are configuring GA4 for new events (there is a desynchronisation of conversion buttons).

2. Scaling up in Europe 

Once profitability has been achieved and the website is ready, we begin working with new markets. Based on our analysis, we recommend entering the UK, German and Polish markets first (all of which have high eCommerce indicators and already have partial language localisation on the website). Next comes strategic work with the brand:

  • Localisation and SEO: we add missing language versions (e.g. German) and adapt content to local search queries. This will help attract organic traffic from target markets.
  • Partnership: we are looking for local agencies/partners in Poland, the UK, and Germany to facilitate market entry and increase customer confidence. Joint projects and partner recommendations will accelerate development.
  • Social media and SERM: we launch separate social media accounts and advertisements in the regional language, preparing localised announcements. At the same time, we actively work with reviews (SERM) and Solomono’s presence on specialised platforms — this will enhance our reputation when searching for information about the platform.
  • Events and lead generation: we participate in industry exhibitions (Web Summit, eTrade Show, etc.). We launch test advertising campaigns on Google Ads and Facebook Ads with local keywords. This will generate the first high-quality leads in new markets.

Our Solve Marketing team has already developed over 100 marketing strategies for various companies: SaaS products, marketplaces, e-commerce businesses, service companies, and educational projects. This experience confirms that a comprehensive, results-oriented strategy can give a tangible boost to business scaling.

If your business is also striving for systematic growth, sign up for a free strategic consultation with our marketing specialist! We will discuss your goals, share our experience, and outline your potential for development so that your company’s next step is confident and effective.