Chat bots are the hottest thing in online marketing right now.
And for good reason.
A chat bot is essentially an automated conversational interaction on a software/platform. Direct response chat bots are meant to generate an immediate answer and to compel users to an specific action such as subscribing to your mailing list, message you for more information, buy something, or being directed to your webpage.

What’s the difference between chat bots that generate leads, sales and a return on advertising vs. chat bots that just engage?

A chat bot focused on engagement is dedicated to education, discovery and ongoing notifications on new content.
Where as a direct response chat bot has three purposes: trigger a prospect, engage that prospect and convert that prospect into a lead or buyer.
Chat bots can be used in most businesses to engage and convert prospects faster. They are perfect for the following types of businesses:

  • Lead generation
  • Brick and mortar
  • Information products
  • Physical products/e-commerce stores
  • Service based businesses

How to Use Chat bots

I noticed that most people that are creating chat bots aren’t using them for direct response marketing and advertising. That’s why I created a 3 part series on the 3 pillars of direct response chat bots.
Here are the 3 pillars of the direct response chat bots (which we will talk about over the next 3 articles):

  1. Trigger: Get people onto the chat bot (we are going to talk about triggers)
  2. Engagement: Engage with those people with automations and broadcasts
  3. Conversion: Convert them inside or outside the chat bot

Click here to subscribe to the full series


In order to market to people on your chat bot, they need people to subscribe to the bot first. If you do not have triggers, you cannot drive people into your chat bot or your sequences. If there isn’t a predictable and consistent way to get people into the chat bot, you cannot get any engagement or conversion consistently either.
There are several software that you can use to build your chat bot. In this case, we recommend because it is the easiest to use and the fastest one to implement.
There are many options for chat bot platforms to develop your bot. Here are a few platforms you can explore:,, flow.xo,
The focus of this article series is building direct response chat bots with

11 Triggers to Test provides 11 different types of triggers within 3 categories:
Types of triggers include: overlay widgets on existing content (think pop-up), embeddable widgets (where you can get them to click a button/call to action) or “other”.
Here is a brief breakdown of each trigger:

  • Overlay Widgets: take over the screen by parts or completely
  • Embeddable Widgets: buttons or boxes that can appear on your webpage
  • and ”other” growth tools: a variety of non-traditional triggers

You can explore the 11 triggers available and see which ones are right for your marketing funnels, your business, and your goals. Let’s focus on what you can implement in your business right now.
For a consistent lead generation, we are going to teach you how to implement 4 of the 11 triggers Here are our recommendations:

  1. The “Welcome” sequence
  2. The “Embed to Messenger” sequence
  3. The “Comment to Messenger” sequence
  4. The “JSON” sequence

Click here for a complete training on how to launch your first chat bot trigger in the next 24hrs

The reason why we chose these 4 triggers is because we have found they have some of the best “trigger-to-engagement rates”. Choosing triggers is based on the goal of your chat bot campaign goal and if you are just starting, there is a good chance that you might not know which one is going to be the best for your campaign.
The important point here is consistency.
Once you know the trigger you are using, the question is “how are you going to drive people into that trigger every single day?”.
The way businesses drive new prospects into their triggers include using Facebook ads, emails, verbal call to action (where you specifically tell them to go and comment on your Facebook page or message you), video call to action (for example, in your Facebook live or any video activity on your Facebook page) and a lot more!
You can have mind blowing sequences and campaigns but if no one sees the trigger, they will never engage/convert inside of your chat bot.

Let me give you an example so you can actually see how all of this works:

Trigger #1: The “Welcome” Sequence

The “Welcome” message sequence is a trigger where people are going out of their way to click message on the Facebook page.

Here is how it works:
People discover you, they click the “Message” button on your Facebook page (the click is the trigger), they will then receive an automated message. Once the respond or choose one of the quick replies, they will be able to go through a sequence of messages, and depending on the goal of your welcome sequence, they can complete a form of a conversion whether that’s subscribing to the bot, becoming a lead, booking an appointment or making a purchase.
The reason welcome sequences work so well is that people have to find you, explore your Facebook page and then click message. Once they click message, you have the ability to take them through a variety of different options/funnels into your business.
If you have a large community in your Facebook page where people are already sending you messages organically asking you for more information, this is going to make those same 10-100 messages/day a lot more profitable!

Trigger #2: The “Embed to Messenger” sequence

The “Embed to Messenger” sequence is a trigger where people click a messenger button which is embedded on your webpage or blog so they can access additional content or go into a sequence.
Here is an example of how it works:

Use this trigger if you already have traffic to your website/content marketing site(s) and want to direct them to consume more content or convert into a lead.
The way it works is really simple: People just discovered you with an ad or a referral or just stumbled upon your content.
As they are consuming your content, you can add an embedded messenger button in the content. Once people click that button, Facebook opens their messenger app on their phone or prompts them to check their messages if they are on desktop.  
They have to click “Get Started” to start the sequence. At this point, they will receive the first message of that sequence with preselected options (they are called quick replies).
Once they click a quick reply or respond with text, they can go through a sequence of messages, and go through the engagement and conversion automations you have.

Trigger #3: The “Comment to Messenger” sequence

The “Comment to Messenger” is a trigger where a person comments on a post and they will be able to start a Facebook chat bot sequence.

Use this is a trigger if you are already running Facebook ads, if you have viral content with ads behind it and want more people to engage with it, or if you want to increase your engagement of your existing audience.
The way it works is really simple: people watch your ad/content and comment. Once they comment, they receive an immediate automated message inside of Facebook.
Once they reply to the initial automated message. they are added to a sequence of messages. At that point, follow up engagement and conversion will turn that visitor/prospect into a lead/buyer for you.

Trigger #4: The “JSON” sequence

The “JSON” sequence is an ad that looks like a normal Facebook link ad, video or carousel ad, where people click and are directed to a messenger bot instead to a website.

Use this trigger if you are already running Facebook ads campaigns but are seeing a significant rise in CPCs. We have been using the same messaging and offers as link/video ads, but for whatever reason, when we use JSON ads, we are getting lower cost per leads (CPLs) and deeper engagement in our funnel
So the actual process of this trigger is like this: people see an ad and they click on it, once they do so they receive an automated quick reply that drives them into a message sequence, and at the end, they are converted.

Next Step

Now, if you haven’t setup a chat bot for your business yet, visit and create a free account to get started. To subscribe to part 2 and 3 of this series, click here: