Facebook has become one of the most popular routes to market online, particularly for consumer brands. However, the vast majority of this is limited to content promotion and brand building.

This is all good stuff but how do you measure the financial value of that activity? How do you know that it’s actually paying for itself?

This is where Facebook direct response comes in. Direct response marketing is any activity that elicits a specific action, as opposed to mere brand awareness. That action could be engagement based, but ideally it should be linked directly to commercial performance.

For example, a direct response campaign may send your audience to a product page on your website, or it may prompt the user to enquire about a service. Alternatively it may be that the objective is purely about data capture, the results of which are passed to a sales team to follow up and nurture.

As with any form of direct response, the rationale is simple – if you are spending less than the profit value of that action then it is financially worthwhile and something you should repeat and scale.

If your audience is active enough on Facebook for you to have a page and to invest in content promotion, then they’re probably active enough on Facebook to warrant the trial of a direct response campaign. Contact us today to discuss how this may work for your business.


Are you interested in our services? Contact us using one of the methods below.



    Explore all of our services below.

    The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

    If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

    Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

    In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

    once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

    Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

    We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.