Top 10 tips for using your FB Lead Gen ads for sampling

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Social media is one of the best ways of connecting directly with your customers and engaging with your brand advocates. However, brands are now using Facebook for far more than advertising and traditional influencer marketing activity. They are using the platform as a way of finding NEW customers through Facebook Lead Gen ads and giving them the opportunity of trying their product(s) for free through sampling.

How does Facebook describe Lead Gen ads?

Lots of people want to hear from your business but filling in forms can be difficult on mobile. Facebook Lead Gen ads makes the lead generation process easy. People can simply tap your ad and a form pops up – it’s already pre-populated with their Facebook contact information and ready to be sent directly to you. With just a few taps, they can get the information they want, and you generate a qualified lead for your business.

So, for sampling campaigns, all the brand needs is someone’s postal address as well as their email so that the sample can be sent to their home. At Promotigo, we have built a tech stack that integrates directly with Facebook Lead Gen ads to deliver physical product samples to people whilst also understanding their likelihood to go onto buy the product after trying it.

Why are brands using Facebook Lead Gen ads for sampling?

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Here are our Top X Tips for using Facebook Lead Gen ads for sampling

find leads that matter

1. Find Leads That Matter

With a new product it’s always been a bit of guess work as to who you’re aiming it at but this is where social media platforms can help you target specific groups and demographics and see the uptake.  Running sampling using social media tools has many advantages of handing out your products on the street.  Not only can you choose your audience, you can find out who they are and what they thought.

Choose Instagram or Facebook –or run your advert across both platforms.

Use dynamic ads for lead generation. By crafting the creative and messaging of lead ads based on what people have previously expressed interest in it is possible to retarget those customers and send them directly to a lead form.

Find leads that matter – using the built-in tools, brands can reach the right people by pairing lead ads with audience selection and optimisation products.

keep it simple

2. Keep it Simple

The challenge with Facebook and Instagram is that they’re not connected to your downstream systems so if you want to use Lead Gen to send a sample or a coupon out to your customers, it can start to get complicated.

The Promotigo Platform helps you connect the digital and physical worlds together.  Send your products and inserts to our warehouse, either packed or ready to pick, and let us take care of making sure your customers get your product.

We have a number of templated user journeys to help you make this as simple as possible.

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think about customer experience

3. Think about Customer Experience

There are tools in Lead Gen to help you make the experience for your customer as smooth as possible.  You want this to be an easy process so use some of the Pre-populated forms fields where possible so people can submit their contact information with ease, even on the small screen.  This can reduces drop-offs as people are more likely to complete them.

Promotigo can help by communicating progress with your customer.  We can send emails to your customers once they’ve submitted the form so that they know the sample is on their way or if it’s been shipped.  If you run out of samples, we can let them know that too.

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ask extra questions

4. Ask extra questions – Knowledge is Power

In the Lead Gen product, brands can create forms and up to 15 questions that can map them to Promotigo.  As soon as the advert is live, data is sent from your advert directly to our system where the data is available to you in our secure dashboard.

Take the opportunity to find out about your target audiences buying habits, likes and dislikes before they’ve tried your product.  To get higher-quality leads, customise your forms to ask for the most important information first.

Show an example of a form with questions on it 

5. Ask for opt-ins

Lead Gen allows you to create check boxes which is a great way to ask for an opt-in so that you can talk to those customers again if they would like you to.  You may already have linked your CRM to your Lead Gen tool but if that’s not been possible, you can pass the data through to Promotigo where is can be viewed and downloaded in our secure dashboard.Newly generated leads can be synced directly with your CRM, so your sales team can take immediate action.

6. Access for many people

Access is always difficult because we want to ensure that only the right people have access to data particularly when the campaign is collecting first party data.

Promotigo is a role based system that allows people with different permissions to see different data, so if you need to know how many samples have been sent out, or what people are saying about the product, you can do this without seeing any PII data.  You may want someone in your organisation to download data, or maybe no-one; all of this can be controlled.

7. Keeping data safe

We take data seriously at Promotigo and ensure all data is governed by our strict GDPR policies.  You can control who has access to your data during the campaign and we can even integrate to your CRM

8. Get feedback on the product

One of the key parts to any product sampling is wanting to understand what the consumer thought of the product and would they buy it again. Don’t overwhelm your audience with too many questions or random questions. Keep your questions aligned and ask as few questions as possible

9. Rewarding good behaviour

Sometimes in can be hard to encourage people to tell you what they think so why not offer an incentive such as entry to a prize draw and thank the people who are telling you about their product.

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