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.
Website visits are growing steadily year on year as can be seen in the graph. Overall new visitors were up 61% and returning visitors were up 80% in 2016 vs 2017, a trend which is continuing in 2017.
Our visitors are also staying longer to look at Lymington.com. Visit duration is up 10.5% for the first 5 months of 2017 (vs same period 2016) to 97 seconds, continuing to buck the global trend which is steadily dropping and where good duration is currently described as ‘a little less than a minute’.*
Page views are up 82% for the first 5 months of 2017, continuing the trend over the last 4 years. On average our visitors look at 2.28 pages per visit (an increase of 9.5% vs 2016).
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 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 the website from social media has grown by 103% (2016 vs 2015) and our 'organic acquisition' has grown too by 62%. This reflects the success of our email newsletter to subscribers and in our ongoing work on search engine optimisation.
The current age profile of the Lymington.com website has a healthy split between the age ranges, as shown in the pie chart adjacent. Over the last year we have attracted more people in the 65+ age bracket to the website and more to the younger ages. Facebook and Twitter have a similar split between ages, with 74% of followers in the 25-55 age bracket, the ideal target market for many local businesses.
4% of our website visitors are women, 36% are men. Male readership is growing; 39% of new users are male (vs 36% in 2016). Facebook reflects this almost exactly: 63.7% of followers are female, 36.3% are men. Twitter is more evenly spread with 56% male followers and 44% women.
90% of Lymington.com website visitors live in the UK. 64% of our Facebook fans live in the Lymington and New Forest area, 88% in the Southampton-Bournemouth-Winchester triangle.
On Facebook, we currently have 6,700 fans (@LymingtonHampshire). Last year our Facebook impressions increased by 62.4% and engagement by 24.9%. This increase continues in 2017.
On Twitter we currently have 3,200 followers (@lymingtondotcom). Last year we increased our followers by 20.9% and our level of engagement rose by 351.8%. The trend continues in 2017.
Last year, Instagram overtook Twitter in terms of global users. 90% of UK Instagram users are under 35, with a high number 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 organically each week, currently at 4,500. The format of the newsletter is designed to catch the reader’s 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 too.
Combining all elements of the Lymington.com channel and our organic website visitors, our combined average weekly reach is in excess of 15,000.
We have worked hard to bring the Lymington.com Channel where it is today and are proud that it continues to grow and enhance its reputation every year. The Lymington.com Channel is unique in its targeted local reach online.
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.
Bartley Marketing Ltd
* Nielsen Norman Group