Source: SEOSignalsLab

Pick His Brain!

I’d like to introduce one of our members, Matt Staton, for our next ‘Pick His Brain’ session and I want to thank him for the participation.

Matt is a botpreneur and has a passion for marketing and meeting people. If you’ve ever thought about incorporating bots to help your clients, he is the right person to ask questions. Please feel free to pick his brain.

Here are the rules.

1) I’ll let the thread go on until he asks me to stop. Theoretically, this thread can continue until bitcoin value goes to zero.

2) Please, no snarky remarks. I will not tolerate any intentional negativity. We are here to learn from each other’s success and strategies.

3) Please do not PM him and bother him. If you have a private question, ask for his permission on this thread when appropriate.


Can you provide an example of how bots can help a business with sales?

Traffic. Traffic turns into subscribers.

There are two types of traffic: free (organic) and paid.

Subscribers turn into potential customers. Cold, warm, hot, etc.

RELATED:  Pick His Brain! with Stephen Hockman

Bots can be used to educate people along the buyers journey and also provide them with what they need at the exact time they need.

Whatever you’re doing for sales, including SEO, messenger bots will enhance that strategy. Bots (plural) should be built with an end goal in mind.

We have a coupon bot that can automatically deliver coupons to people who visit one or more of your bots. We have a birthday bot that automatically delivers coupons to peeps on their birthday. We have a loyalty bot that replaces Belly.

After you make 5 or 10 in store purchases, of let’s say coffee, we’ll virtually punch your virtual loyalty card (fuck those beat up, wrinkled cards in my wallet) and then deliver you a free cup of coffee redemption coupon after 5 or 10 purchases.

Not directly related to sales but want to improve your local SEO with better reviews in GMB? We’ve got a bot for that too.

How can we learn how to build these for clients? And which bot platform do you recommend?

I dig both ManyChat and Chatfuel.
We have a free training at

Why did you become a botpreneur?

I sold a my 33% of a $4.6M lead generation company effective January 2, 2018 and needed to do something. I love helping people and businesses succeed.

I built a few software companies – Morevago and Group Funnels but my real passion is leveraging tech to solve business problems.

Bots can be and should be used in all areas of your business including sales, marketing, customer service, support, etc.

Magnify your sales/marketing and automate your customer service / support in a super personalized and effective way.

What type of funnels do you create for bots?I start “backwards”. Meaning I start with the end in mind.

Want to reduce the amount of time you’re answering support questions?T here’s a bot for that!

Want to increase sales? There’s a bot for that!

Want to gather market research in a fun way that can be used to help gather data and segment your peeps? There’s a bot for that!

How do manage to qualify a prospect and don’t lose him/her in the process?

As soon as somebody engages a bot, you already have a lead.

I know their name and have a means to communicate with them with 95+% open rates and 30-40% CTRs.

The next “trick” is to engage with them in a conversional way that meets their needs so you can get more info like email, phone, etc.

RELATED:  Pick His Brain! with Jarod Spiewak

Bots can be used for so many things. You can easily qualify a prospect, gather market research, collect their email and phone – and then zap it into your CRM of choice.

How do you see the future of bot marketing?

Exploding across all platforms. FB has 2B users of which 1.3B on active on messenger. I expect FB extend their tech to peeps who don’t use FB.

Drift is a company that’s doing a good job but FB will do it better.

There’s so much smart technology already with algorithms, pixels, etc.

Bots, in my opinion, are the first step toward making AI and ever AR accessible to the general public. They’ll be around, spread across platforms, and before long will start to learn responses for you!

That’s just my guess though! Remember that you paid for i.

What the best methods you have found for training a bot?

Training the human creating the bot My support bot intentionally “sucks”.

Why? The first purpose of support bot 1.0 is to gather info on how / why peeps need support.

I ask and collect these answers with the support bot then zap them to a Google sheet so I can see patterns.

If a bunch of people ask “How do I install this on wordpress”.

I’ll setup a keyword growth tool that will trigger a response based on the keyword “wordpress” and “word press” (typos too) that will automatically deliver the content they need to self solve their problem.

All of this occurs while I’m sleeping.

Does AI or machine learning play a part of Bot strategy?

Drift is doing a bit and so are a few others. FB will be doing it before we know it.

Which type of industry is best suited for bot marketing?

Any industry whose audience is on Facebook.

Messenger chatbots work well for any industry that want to improve sales/marketing and reduce the man power needed for support and customer service.

What your best way to incorporate the “human factor” when training your bot?

Being human. Have fun with it. Use your voice in the flows.

I use words like awesome and cool and rad – cause that’s how I roll and my bots use those words too.

If I was building a bot for you, I’d use your words.

Do you think it is feasible for a bit to be able to provide live price quotes based on a series of questions with multiple variables?

Yep. And a purchase can be made directly inside the messenger bot too.

You can charge quite a bit for a full design & setup if you are good at it.

Consider it literally replaces a receptionist/VA & 75% of a sales person, it can save a company a yearly salary of $30k easy!

You can charge $1-2k buildout, $500 management no problem. Structure also works well compared to web design companies.

The bulk is on design/build-out, but depending on the size & purpose of the site, an ongoing management/optimization is worth it.

Any thoughts on monthly charges like SaaS style? What kind of bots are you building for $1-2k?

If you use ManyChat, chatfuel, or another service it’s tough to charge for the bot itself since those are software. But you could build your own SaaS too.

One thing we’re doing is moreso building out unique/powerful backends that leverage their bot and charge recurring like a SaaS.

They think it’s the bot, technically it’s the backend automation based on information that can’t be store natively within a bot.

i.e. Recurring birthdays, sales transactions, store visits, etc.

How does this create residual income (recurring monthly fees)?

As an agency/freelancer, the pricing models are some mix of web design fees and marketing automation fees.

The design buildout is the big sell, but depending on the client, ongoing management and/or optimization are very common or recurring fees.

As a business, it’s the same idea as email.

As you grow a quality subscriber base and keep them engaged, it’ll be very easy to make bank from your broadcasts.

How do you know what questions to ask in order to qualify and score a lead? How many interactions do your larger bot setups have?

I pretty much ask the same qualification questions that I’d ask outside of a messenger bot. I like to keep it very conversational. Short, engaging and fun.

As few as questions as possible but as many as needed to get the job done. You also don’t always have to ask them all the qualifying questions in one flow either.

Start. Implement. Test. Tweak. Repeat.