Lymington.com: reaching your customers and prospects in the New Forest and beyond
Bartley Marketing's online media channel continues to grow, providing an excellent promotional opportunity businesses in the New Forest
In addition to the website, the team combine a range of social media channels (Facebook, Twitter and Instagram) and a 'Weekly What's On' email newsletter to subscribers.
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.
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 Lymington.com Channel: Statistics and Demographics
Lymington.com website visits continue to grow
Website visits are growing steadily year on year as can be seen in the graph. Overall new visitors were up 60% and returning visitors were up 54% in 2018 vs 2017, continuing the trends of strong growth in 2017 and 2016.
More visitors, staying longer to read and returning more often
In 2018 our visitors' average session duration was 1 minute 26 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’.* Visitors looked at an average of 2.03 pages per visit - so they are looking at other pages other than the one on which they initially land.
Page views are up 37% 2018 vs 2017, continuing the trend over the last 4 years and the number of sessions per visitor is up too.
In other words, we have many more visitors, returning more often. They are reading for longer than average and looking around at other pages as well as the one on which they originally land.
Social and organic acquisition have grown
Our social media posts and 'Weekly 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, in spite of challenging changes to social media algorithms, and our 'organic acquisition' has grown again by 62%. This reflects the success of our email newsletter to subscribers and in our ongoing work on search engine optimisation.
Lymington.com Channel visitor demographics
The current age profile of the Lymington.com website has a healthy split between the age ranges, as shown in the chart adjacent. Over the last year we have attracted more people in the 55+ age bracket to the website (also reflecting the growth of 'silver surfers') and more to the important 25-34 age group. Facebook has a similar split between ages, with 74.7% of followers in the 25-54 age bracket, the ideal target market for many local businesses. Twitter is used predominately by the 25-54 age group (87.7%). Instagram remains very young with 59% between 18-29 years.**
59.8% of our website visitors are women, 40.2% are men, male readership has grown over 2016. On Facebook, 64% of our followers are women, whereas 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.
Reaching over 15,000 people every week
On Facebook (@LymingtonHampshire), we have 6,900 fans. Last year our Facebook impressions increased by 62.4% and engagement by 24.9%. This increase continues in 2018.
On Twitter (@lymingtondotcom), we have 3,550 followers. Last year we increased our followers by 14% and our level of engagement rose by 132.8%. The trend continues in 2018.
On Instagram (@lymingtondotcom), we now have 702 followers. 90% of UK Instagram users are under 35, with a high number of these female that are likely living in urban areas. 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 4,650. 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.
Regular, respected, multi-channel local marketing
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: fully responsive and constantly evolving to ensure search engine effectiveness
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
** Smart Insights 2017