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
The community website Lymington.com was originally set up 14 years ago, has since been totally rebuilt and the original business model considerably evolved. Lymington.com is now an online hub for Lymington and the whole New Forest area with a comprehensive events calendar, local information, local news, directory of local businesses and organisations, 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 combine a range of social media channels (Facebook, Twitter and Instagram) and a 'Weekly What's On' email newsletter to subscribers. These media channels all link directly to the website, effectively pushing and pulling visitors to different webpages.
It's not all about local business, we spend a lot of time promoting causes for local charities and voluntary organisations - and we give everyone the opportunity to add local events to our events calendar free of charge.
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. We actively promote our members and will happily create a bespoke package to promote and champion your business or organisation in the way which will best suit your requirements.
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. There is an element of seasonality, as you can see in the graph our monthly visits rise dramatically in the summer months when there are more visitors to the area and when there is generally more going on!
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% in 2018 vs 2017, continuing the trend over the last 5 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.
All fantastic news and reflected in our excellent search engine rankings.
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 by 53.4% and the number of people clicking to the website from our direct marketing email has grown by 52.5%, in spite of some very challenging changes to social media algorithms and regulations. This reflects the success of our email newsletter to subscribers and the ongoing popularity of our social media posts.
At the same time our 'organic acquisition' has continued its growth, up 62.1% vs 2017. This reflects ongoing work on search engine optimisation, along with the established expertise, authoritativeness and trustworthiness of Lymington.com.
Lymington.com: fully responsive and constantly evolving to ensure search engine trustworthiness
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 rather than on tablets or desktops. Over the last year we have seen an increase of 10.4% in smart phone views, with desktop views falling back 7.6% and tablet views declining by 7.6%. 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.
Lymington.com Channel visitor demographics
The 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 55-64 and 65+ age bracket to the website (also reflecting the growth of 'silver surfers') and also to the important and highly competitive 25-34 age group.
57.9% of our website visitors are women, 42.1% are men, male readership has grown by 4.7% over 2017.
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.
Social media demographics
On Facebook and Instagram, 65% of our followers are women, whereas Twitter reaches more men with 57% male followers and 43% women.
On Facebook 74.7% of our followers are in the 25-54 age bracket, the ideal target market for many local businesses. Interestingly 80.8% of our Instagram followers are in this age bracket and 70% of our Twitter followers. More people in the 55+ age bracket are now using Instagram and Twitter, bucking the trend of previous years where both were predominately younger.
All data shown here is for the full year 2018.
In 2018 we reached over 60,000 people every week
On Facebook (@LymingtonHampshire), our followers are up 5.2% to 7231. In 2018 our Facebook impressions grew above 1.9 million and engagement increased by 7.8%. This increases continue in 2019.
On Twitter (@lymingtondotcom), our audience grew by 5.8% to 3,673 followers. Twitter changed their metrics and regulations in March 2018 and since then repeated posts are no longer permitted. For this reason our overall impressions on Twitter dropped 25% in 2018 vs 2017. We have worked with our clients to ensure that we have sufficient digital assets to maintain a high reach that is comparable to pre-March 2018.
On Instagram (@lymingtondotcom), our growth has continued, followers are up 53.4% to vs 2017, impressions increased by 123% and engagement is up 23.4%.
Our Weekly What's On Newsletter is emailed every Friday morning to subscribers. The volume of subscribers grows organically each week, currently at around 4,500. Early in 2018 we moved our newsletter to a new system and fully cleansed our system to ensure GDPR compliance. 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.
Combining all elements of the Lymington.com channel and our organic website visitors, our combined average weekly reach is in excess of 60,000 people.
Regular, respected, multi-channel local marketing
The Bartley Marketing team 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, combining a trusted, well established and regularly updated website with social media channels and direct marketing.
Bartley Marketing Ltd
* Nielsen Norman Group