New Line Technologies is a company that specializes in software development and IT services. They focus on creating customized software solutions for various industries, such as finance, healthcare, e-commerce, education, and others. They offer a wide range of services, including web development, mobile app development, enterprise software development, software testing, and customer support.

The client approached us with a request for comprehensive promotion, including creating a marketing strategy, lead generation, launching and setting up online advertising, website design and management, social media presence, and brand awareness improvement. After analyzing the market, competitors, online activities, and finalizing the work plan, we started implementing the project step by step. 

Web Analytics

After completing the website update, we started configuring web analytics systems. The first step was defining the event and goal structure. We decided to integrate Matomo Analytics as the primary analytical system and Google Analytics as a supplementary tool for working with Google services.

Matomo Analytics

One of the features of Matomo Analytics is the ability to store data on your own server. This provides complete control over user information and ensures compliance with personal data protection laws. Additionally, this analytics system allows for the manual deletion of user information and the option to store data exclusively within a specific country’s territory, meeting localization requirements. Matomo enables real-time visitor statistics while maintaining confidentiality through IP address anonymization.

We utilized tag managers for the respective analytics systems to streamline tag management. After completing all the configurations, we worked on goal tracking and sales funnels. Additionally, we set up Looker Studio reports for better data visualization.

Google Looker Studio

This service allows users to create user-friendly visual reports that help analyze and comprehend data in a more visually appealing manner.

One of the key advantages of Google Looker Studio is its ability to consolidate data from different sources, such as databases, advertising platforms, and other marketing tools. This integration allows gathering all the data in one place, simplifying analysis and comparison.

Moreover, Google Looker Studio enables the creation of customizations, allowing users to generate comprehensive reports within a single document. Users can add their own data, charts, tables, and other visual elements to create a report that reflects their unique needs and requirements.

For convenience, we have created an interactive Looker Studio report that allows the client to quickly analyze key performance indicators of their marketing efforts without the need to delve into Google Analytics reports.

The visualization provides information on key metrics and user paths to conversion. The dynamics of the main conversion channels illustrate how many conversions we are receiving daily from different sources. We also track user activity from different countries on the website, average session duration, and number of pages viewed. All these reports help us monitor potential changes quickly and visually analyze their cause.

Email Marketing

As part of our work on email marketing, we implemented monthly newsletter campaigns. According to our proposed strategy, the tasks were divided into several stages

  1. Choosing an email service provider. Sendinblue was the most suitable option for our goals.
  2. Domain verification and settings. This task was implemented in collaboration with our programmers.
  3. Contact list verification. Sendinblue verified our contact list and provided the ability to send marketing emails. We also set up integration with feedback forms on our website, allowing automatic contact importing.
  4. Template design development. We worked with a designer to create the email template, taking into account the following aspects:
    • Brand identity. We used the client’s corporate colors and fonts that closely matched those used on their website. The client also requested to keep the design visually clean without unnecessary elements.
    • Footer. It should include information about the purpose of the email and links to social media accounts.
    • Setting up the mailing manager. Each email should provide an unsubscribe option and allow subscribers to manage their subscription categories.
    • Link to the web version of the email. This is especially important for users who have disabled image display in their email service.

Sendinblue offers a wide range of analytical tools. This allows you to analyze email campaigns, test different elements (such as images and calls to action), and continuously improve the results.


Brand, Target Audience, and Competitors Analysis

After getting acquainted with the brand, our team began the analysis process. We studied the IT market, compiled a list of competitors, analyzed their content, and calculated the average engagement rate (ER) in this industry. We identified the key areas that needed improvement to make the brand competitive in the IT services market on social media.

Social Networking for the Brand

Based on the results of the briefing with the client, we did the following work:

  • Determined the frequency and quantity of monthly posts.
  • Agreed on the format and specific content.
  • Defined the tone of voice for brand communication with the audience.
  • Created a monthly content plan for Instagram, Facebook, LinkedIn, and Twitter.
  • Compiled a list of hashtags for organic reach growth across different social media platforms.
  • Crafted engaging text for the posts.
  • Outlined a step-by-step strategy to achieve the KPIs.

The main challenge was that we had to manage the brand’s Instagram page in Ukrainian, while on Facebook, LinkedIn, and Twitter, it had to be in English. Additionally, we needed to maintain a European brand page on Instagram in Bulgarian for clients and jobseekers from Bulgaria. It required creating content in multiple languages.

To simplify and expedite the process of publishing a large volume of content, we utilized official resources for scheduled posting, namely TweetDeck for Twitter and Facebook Creator Studio for Instagram and Facebook. The only task remaining was to publish the content on LinkedIn.

Content Creation

The challenge was to create content, given two different portraits of the target audience: jobseekers and potential partners and clients of the brand. We needed to address frequently asked questions from the target audience and handle objections based on the established tone of voice. To accomplish this task, we took the following steps:

  • Selected references for the photoshoot and created a technical task for the photographer.
  • Conducted multiple photoshoots with the New Line Technologies team.
  • Curated and edited the photos and video materials.
  • Developed a mood board and established a unified style for client social media platforms.
  • Enhanced social media profiles (changed avatars, created Instagram Highlights, and designed profile covers for LinkedIn, Twitter, and Facebook).
  • Prepared the visual layout of the posts according to the mood board.

Lead Generation

Another important task was attracting candidates for new and constantly updated job vacancies, as well as providing consultation through direct messages and email.

To achieve this goal, we registered and created accounts on popular platforms like Upcity and Clutch.co. These resources allow businesses to connect with trusted service providers. clients and partners of New Line Technologies can leave reviews about their collaboration, while potential candidates can explore available job openings. Currently, we consistently receive 2-3 qualified inquiries per week from this channel.

We also actively used social media to attract candidates. We included monthly posts about job vacancies in our content plan. Through organic reach, reposts, retweets, and the use of hashtags, we attracted traffic and directed it to the client’s website.

Analytics and Reports

In the year of working with the brand, we managed to increase the organic reach of the Instagram page by 54%, the Facebook page by 86.8%, and grow the number of Instagram followers by over 80% (with an average organic monthly growth of 21% in Instagram followers). The organic reach increased without running targeted ads, thanks to a well-selected strategy, regular content publishing, and engaging with the brand’s target audience.

Having achieved consistent results over an extended period, we prepared the page for advertising and conversion campaigns.

By creating engaging posts and leveraging social media algorithms (hashtags and communication with the target audience), we directed traffic to the brand’s website. As a result, organically, we were able to generate between 80 to 120 new website visitors monthly.

We regularly monitor engagement metrics and track conversion results from social media to the website. We adjust our content to maximize click-through rates (CTR) and page reach.

Our team at Well Web Marketing continues to work on the project. In the future, we plan to launch targeted advertising on social media and conduct a brand photoshoot to further enhance engagement metrics.

Website Management

The client presented us with another task: to develop the website’s blog and create company case studies.

We started by analyzing the target audience and identifying relevant topics, popular search queries, and keywords for SEO optimization. To write unique articles on IT-related topics, we involved our copywriters who work according to the provided specifications.

We conducted interviews with Project Managers and Developers from the company. After the interviews, our specialists compiled all the information and added it in PDF format to the website. The designers at Well Web Marketing created illustrations in Figma to enhance the articles and case studies. As a result, we have articles that are optimized for search engines and will help increase conversions, as well as case studies showcasing New Line Technologies’ expertise in various industries.


The main tasks of SEO for New Line Technologies:

  • conducting keyword research, that is, determining the keywords and phrases that potential customers are looking for in search engines;
  • internal optimization of website pages, including content and images, to increase their relevance to target keywords and improve their search engine friendliness;
  • off-page optimization: developing a strategy to get high-quality backlinks from other relevant websites to increase the authority and credibility of the website;
  • technical SEO: ensuring that the website is technically sound and meets search engine requirements, including optimizing page speed, fixing broken links, and improving mobile responsiveness;
  • content creation and optimization, development of high-quality content optimized for both users and search engines, including blog posts, articles, videos and infographics;
  • data tracking and analysis: using analytics tools to track website traffic, keyword rankings, and user behavior, and using this data to make informed SEO strategy decisions;
  • the need to keep abreast of changes in search engine algorithms, new SEO tools and techniques, and industry trends to keep a website competitive in search results.

In general, the main tasks of SEO are to improve the visibility and ranking of a website on search engine result pages, which in turn can lead to more traffic and ultimately more conversions and revenue for the website owner.

Over the past year, New Line Technologies has demonstrated significant growth in key positions. Referring domains and URL ratings have increased, indicating the company’s authority and online visibility. Organic traffic and the value of organic traffic have grown, indicating increasing interest and potential revenue. Expanding organic pages highlights our commitment to valuable content and expanding user engagement.

In addition to overall growth, we have also demonstrated an increase in organic keyword rankings for New Line Technologies. This means improved visibility of the company in search engines and its relevance to a wider range of target keywords. Expanding organic keyword rankings reflects effective keyword research and optimization efforts by New Line Technologies, resulting in increased organic traffic and attracting a larger audience to the website.

Thanks to careful monitoring and optimization, we have managed to achieve higher rankings for tracked keywords in different countries. This improvement demonstrates our commitment to maintaining competitiveness in search engine results and maximizing online visibility. By constantly refining our SEO strategies, we have been able to establish a prominent position for tracked keywords, attracting targeted organic traffic and increasing brand awareness.