Bartley Marketing has developed its own online media channel to promote and champion its local business customers. The community website Lymington.com was originally set up 11 years ago, has since been totally rebuilt and the original business model considerably evolved. Lymington.com is Lymington’s online hub with news, events, where to stay, eat and drink, things to do, jobs, business reviews and articles of local interest - it is ‘your local link’ for both the local community and visitors to the area.
In addition to the website, the team now combine a range of social media channels (Facebook, Twitter and Instagram) and a weekly 'What's on" email newsletter to subscribers.
The Bartley Marketing team continuously works out ever more effective and efficient ways to use Lymington.com and its channels to really actively promote our local business customers. All this makes us uniquely placed to help local businesses reach out to the local community who follow the news, events and information provided by Lymington.com on a weekly if not daily basis.
Furthermore we help regional and national businesses to promote themselves very cost effectively to their target markets in the Lymington and the New Forest area.
It's not all about local business, we spend a lot of time promoting causes for local charities and voluntary organisations.
Our mission is to help you make the most of every penny of your marketing budget by providing a well-targeted channel and well-planned, smart marketing.
The website itself receives upwards of 13,000 monthly visits - and it’s growing, for example August 2016 was treble August 2015. Year on year (2016 vs 2015), new visitors are up 61% and returning visitors are up 80%.
Together with its new (introduced spring 2016) weekly newsletter to over 4,250 subscribers and its social media channels (6,600 Facebook, 3,000 Twitter and also now reaching out on Instagram), Lymington.com promotes and champions local businesses to 40,000-75,000 people monthly - the exact figure fluctuates with the reach of our Facebook posts which varies month to month.
As well as a growing website following, our visitors now stay longer to look at Lymington.com. Visit duration is up 17% since 2014 to 89 seconds, bucking the global trend which is steadily dropping and is currently described as 'a little less than a minute' *. Page views are up 56% (2016 vs 2015), contining the trend over the last 3 years. On average, visitors look at 2.13 pages per visit. In other words, we have many more visitors, they are reading for longer and looking around at other pages as well as the one on which they originally land.
Our What's On calendar is still hugely popular (+87% page views 2016 vs 2015), followed closely by the News page (+186% page views) and our Lymington Life online magazine section (+30% page views) Furthermore, page views of our Directory pages have increased year on year. For example, Accommodation has been viewed 134% more, Eating Out has been viewed 139% more and Shopping has been viewed 257% more (all stats 2016 vs 2015).
Our social media posts and What's On Newsletter direct readers to the Lymington.com website with links to specific pages and succinct, effective messages to promote the business or cause. Over the last year the number of people clicking to Lymington.com from social media has grown by 103% (2016 vs 2015) and our 'organic acquisition' has grown by 62%. This reflects the success of our email newsletter to subscribers and in our continued work on search engine optimisation.
Lymington.com is a responsive website, meaning its layout changes as size of the screen being used to view that site changes. Increasingly people are viewing websites on smart phones and tablets rather than on laptops or desktops. Over the last year we have seen an increase of 23% in smart phone views, with desktop views falling back 12%. Having a responsive website is now rewarded by Google and other search engines. Our tech team work hard to ensure that Lymington.com works well with all search engines, who are constantly evolving their algorithms.
63% of our website visitors are women, 37% are men. Male readership is growing; 40% of new users are male. This proportion is mirrored on Facebook, where 62% of @LymingtonHampshire visitors are women and 38% men. The current age profile of the Lymington.com website has a healthy split between the age ranges, as shown in the pie chart.
90% of website visitors live in the UK.
Still by far the most used social medium, 60% of the UK population has a Facebook account and whilst the younger demographic seems to be looking elsewhere, they still have a strong following. On the @LymingtonHampshire page, 74% of followers are in the 25-55 age bracket, the ideal target market for many local businesses. 64% of our Facebook fans live in the Lymington & New Forest area, 88% in the Southampton-Bournemouth-Winchester triangle.
We currently have 6,625 'page likes' on Facebook. Over the last 28 days our reach was 73,313. In general we post 3-5 times a day, on a variety of subjects, including local information, business promotion and events.
Twitter has over 15 million active users in the UK and over 65% of these users are under the age of 34. Over 80% of the 15 million active users access the social network from their mobile with a further 29% checking their Twitter feed multiple times during the day. 75% of users are following less than 50 twitter accounts. Year on year, @Lymingtondotcom has dramatically increased the number of followers, tweets, impressions and media engagement.
We currently have 3,056 'followers' on Twitter. On average we receive 25,000-40,000 tweet impressions a month. We tweet 3-5 times a day, plus retweet our Lymington.com members.
Last year, Instagram overtook Twitter in terms of global users. 90% of UK Instagram users are under 35, with a high amount of these female that are likely living in urban areas. Lymington.com introduced Instagram to the mix earlier this year to reach out to the younger generations and we are monitoring the results. Predominantly image-led, Instagram provides an effective platform for a number of our clients.
Our weekly 'What's On' Newsletter is emailed on Friday mornings to subscribers. The volume of subscribers grows each week, currently at 4,250.
The format of the newsletter is designed to catch the readers eye with relevant images and headlines and an easy layout which enables readers to see the main messages at a glance. In many email browsers the newsletter doesn't have to be opened to see the images and key messages.
Each week we share a download of the newsletter on each of the social media, encouraging others to read it.
Bartley Marketing Ltd
* Nielsen Norman Group