A simple concepts, and a bit of review… Chances are, you’ve placed some content on your web site or blog and made it available for your users to download. If that is the case, I’m guessing you believe your content to be useful to your audience (and it probably is).
Wouldn’t it be helpful to know exactly how many times your content is, in fact, downloaded? Here is the simple code to install on your site (assuming you are using Google Analytics) to track the each download event of each file:
onClick=”javascript: pageTracker._trackPageview(‘/downloads/_custom‘); ”
This code is placed inside the href tag and after the link file name. The portion noted in red above ‘custom’ is your way of differentiating between types of content you may offer up on your site for more granular tracking. (eg. white_papers, case_studies, etc.)
So a completed link might look like this:
<a href=”http://www.yourwebsite.com” onClick=”javascript: pageTracker._trackPageview(‘/downloads/white_paper’); “>
Things to think about if your download counts are low:
- Is the document download link strategically placed on the page or hidden within the content?
- Is the document link labeled appropriately (might consider a call-out)
- Is the actual landing page where the download is offered well structured and search optimized?
- Is the landing page buried several clicks deep on your site?
These are some areas for trial and error to improve visibility of your downloadable content. Try to modify one of all of the above to improve exposure to your content.
Our web content should serve a purpose for our audience – that being said, we need to know how it’s performing.
In my Internet Marketing and Social Media travels at Cazbah, I’ve been cruising along and trying to come up with new ideas on how to tie together all social media outlets on a Facebook fan page without having to add a whole slew of new tabs that you don’t end up seeing anyway. How many users actually click on that little arrow to see what other tabs are available?
I also wanted a way to introduce any potential new customers to the company at a quick glance – in other words – where are all the places I can learn more about this customer online? If a user knows nothing about my customer and their first encounter is via the Facebook fan page, I want to give them instant access to everything so they can quickly become immersed in all that my customer has to offer.
Custom Facebook Fan Page Boxes using Static FBML.
The Static FBML application on Facebook gave me a way to do this. While this application does have some limitations, I was able to use the functionality of adding a new FBML Box on my customers page to custom craft the list of links I wanted to present.
To make it easily recognizable to the visitor, I added in familiar thumbnail images using embedded image links from Flickr (since you cannot upload photos directly to use in your FBML code).
It’s basic html table code, and I’m told there is a better way to do this (eg CSS) – but this is relatively straightforward to setup.
Since Facebook requires us to work within the confines of their architecture – it’s important that we learn to make the most of the tools and applications made available to us. I am hopeful that big changes are on the horizon for how business can better use Facebook, but for now, this provides a solution that I am happy with. (View live example.)
Also see “Adding Vertical Response Opt-In Forms to Facebook Pages” for another way to customize your Facebook fan page.
