An employee at an e-commerce company learns the ropes and then leaves that job to start his own company, achieve digital marketing success and travel the world. Now he is about to launch a company based on accountability.
Key Points From This Digital Marketing Success Episode
How did you start?
- College Graduate
- Launched app business for dentists
- Got sued
- Ran out of money causing him to find a job
- Employed by MachineZone
- Digital Marketer at gaming company
- 5 years in gaming and ecommerce
- $100,000,000 on Facebook Ads
How to Target Audience
- Understand Audience when utilizing ad targeting for marketing results
- Find creative images or videos that resonate with audience
- Began assisting friend with Facebook ads for Shopify business
- Find product
- Find what resonates with audience to create digital marketing success.
- Create ads that appeal to audience
- Dig through data to find what sticks
How to Become Elite
- Surround yourself with others above you
- Begin on side hustle in off time to build brand and traction
- Within a few months on own, out earned employment and left cushy job
- Traveled world while creating income through digital marketing
- Founded zero plastic waste company – Moop
- Affordable and sustainable products
- Primarily ecommerce business
- Ecommerce business can be started very quickly with little start-up costs
Moments of Truth
- Who is your success role model? Gary Vaynerchuck
- What is your biggest success? Leaving my six-figure job to starting my own ecommerce business and travel to 7 countries
- What is your biggest failure? I have had many failures. However, getting sued while developing our app and having to get a job.
- What’s your favorite quote? “In the midst of chaos, there is always opportunity”
- What are some of your hobbies? Mountain biking, swimming, and a good meal out.
- What is the best business book you have read? Never Split the Difference
- If there was one key piece of advice you could leave our listeners with about achieving success, what would it be? No matter what you’re doing today, look outside of that and look at the long term.
About our Guest, Martin Ochwat
Martin Ochwat is a Growth Marketer and Serial Entrepreneur. He has built several 7-figure eCommerce businesses from the ground up andis working on a zero plastic waste company Moop (getmoop.com).
Martin previously worked in Silicon Valley for a leading gaming company. There, he helped manage an aggressive >$100 Million annual Facebook ad budget. Martin also holds a patent in predictive modeling related to ad buying. After leaving the corporate world, Martin traveled to 30 countries in over 2 years. He advises business leaders and enjoys helping people in all aspects of digital marketing & eCommerce at Martinochwat.com.
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Transcript of Digital Marketing Success
Will: An employee at an eCommerce company learns the ropes and then leaves that job to start his own company and travel the world. Now he is about to launch a company focused on sustainability. Yeah, we get a sneak peek at that. Will Harvey here with Brandon Dukeman and this is Wealth Junkies. Announcer: This is the wealth Junkies show brought to you by CEO Capital Partners.
Brandon Dukeman: 00:25
Welcome back everybody. I'm Brandon Dukeman here with will Harvey and this is the daily wealth junkie show. We've got a great show in store for you, but before we start, be sure to subscribe to the show so that way you won't miss any of the daily shows and be sure to follow us on Facebook later in the show. We'll give you the link to the Facebook. So keep listening and for that I'm going to turn it over to will. Will's going to introduce our guests here. Go ahead. Well
Will Harvey: 00:46
Yeah, thanks Brandon. Really appreciate it. So today we have a really, really exciting episode for you guys. So we have Martin arch watt on and he is a growth marketer and serial entrepreneur. He's built several seven figure eCommerce businesses from the ground up and he's working on a zero plastic waste company called [inaudible]. So that's really, really cool. Martin previously worked in Silicon Valley for a leading gaming company there he helped manage and aggressive over $100 billion annual Facebook ad budget and he also holds a patent in predictive modeling related to ad buying. After leaving the corporate world, he traveled to 30 countries and over two years and he advises business leaders and enjoys helping people in all aspects of digital marketing and eCommerce. So with that, Martin, why don't you give the listeners a little bit of your background and story and we'll take it from there?
Martin Ochwat: 01:44
Yeah, thanks for the intro. We'll yeah, so as mentioned, I'm essentially a digital marketer, have five years experience in both gaming and eCommerce. Started out at machine zone in Silicon Valley, which at the time when we were spending $100 million a year on Facebook ads, we were one of the largest ad buyers in the world. And through there I was able to learn the ropes. Really understand how do you sell products online through ads. And that inspired me a bit to start working on my own eCommerce business at the time. It started at zero. It was just myself and within a few months I was making essentially more profit than I would make an an annual year at machine zone. So I ended up quitting my job and at the time spent two years traveling the world while launching several stores meeting a bunch of really cool digital nomads and just really getting to understand the space even more as a solo entrepreneur. And so now I'm back from traveling and working on a new zero waste store where essentially we're trying to create products that are good for people and good for the planet.
Will Harvey: 02:55
That is, that is quite the the resume there. So why don't we unpack that a little bit. So after high school, college, what, where did you go from there and what led you into, into everything that you did and getting hired at that company?
Martin Ochwat: 03:10
Sure. So it was a bit of a roller coaster initially. After graduating college, I launched a, an app business with two friends. So we were making an app for dentists that essentially helped to fix cavities with the assistance of a iPhone. And at the time it was going well, but a few months in we got into some legal troubles with a competitor. We ended up getting sued and during the lawsuit essentially ran out of money and had to go find jobs. So I mean it happens as an entrepreneur. There's always ups and downs. So after that, of course I needed to get a job. I had a friend Tony in San Francisco, he said, Hey, why don't you come down? I work at a gaming company you've probably never heard of, but it's going to be a great time. And so I moved down there and just started working in gaming.
Will Harvey: 04:00
Okay. What, what, what timeframe was this?
Martin Ochwat: 04:03
So this was in 2014.
Will Harvey: 04:05
14. Okay, got it. Okay. So you started there and what, what were you doing in gaming? I grew up as a, as a video game nerd and, and do it doing all of that. So, yeah.
Martin Ochwat: 04:17
Yeah. So I was a, I was a gamer myself, mostly on desktop. Here we were working mostly on mobile games. So at the time one of our biggest hits was game of war. You may have seen our ads, they had like Kate Upton, we had another game with Arnold Schwarzenegger going at the time. And yeah, I went there knowing very little about running ads to essentially getting thrown into the fire. Myself and my boss just spending close to a hundred million dollars a year. So I really had to learn the ropes working like crazy hours, even time on weekends really learning the ins and outs of how does Facebook ads work, how do other digital online channels work and how can you really acquire users that are paying money for your product through all these channels. So it was really a great learning experience. Like over those two years I was there, I met a ton of really smart people really got to understand the digital landscape and that was kind of my launching pad and say, running my own digital business afterwards.
Brandon Dukeman: 05:19
Got it. Very cool. So Mark, Martin, can you talk a little bit about, you know, the strategies you guys use on the Facebook ads? You know, I think, I think using social media is an extremely important part in today's business world and I think some people lack, you know, utilizing Facebook and all the other social medias to grow their business. So can you talk a little bit about, you know, how, how you learn to grow, use social media to help grow your businesses?
Martin Ochwat: 05:43
Yeah, definitely. So with Facebook it's really important to first try and understand your audience. Every business will be different, right? And in our case for gaming, we had a pretty broad audience. Basically anyone with a phone that's instant games could play our game when we had a few core audiences that were really more passionate than others. So you might try to find those pockets, right? They might be higher income people. In our case, a lot of people that say might be unemployed actually spend more time gaming. So that's another pocket you look for, but
Brandon Dukeman: 06:21
Martin Ochwat: 06:22
Yeah, whatever your business is, you try to find those audiences. And once you do, the second piece is trying to find creative or like images, videos that resonate with that audience, right? So a lot of it's testing different images, right? You might show an image of just a gameplay or you might show an image of like an influencer holding the game and playing it. And then you might do this, same with video. We'd run, say a video with Kate Upton playing game of war or, and you'd run just a regular video of like kids or, or CGI characters playing the game. So I think a lot of it starting out as just testing and once you can really learn your audience and what resonates with them, then you have a good base for running your ads online.
Brandon Dukeman: 07:06
Awesome. You basically learned all of that at this company and then you're thinking, well, why don't I just do this for myself and, and and start my own business? Is that kinda what, what, what, what happened there? And what ultimately led you to leave that?
Martin Ochwat: 07:22
Yeah. So I had a friend at the time he started his own business on Shopify selling watches and I was helping him out a bit. I realized that most of their traffic just came from Facebook ads and it kind of inspired me. I'm like, I run Facebook ads all day for this gaming company. Why don't I try running them for myself? So at that point I just had to find like, what products should I sell by doing a little bit of tinkering. Like I read a lot of blog posts, online case studies just trying to see what works and by, you know, trying to test out different products and figuring out what actually sells. So let's say for example I want to sell a watch, right? I need to first again find who's my audience for the watch. Usually it's females and even for men's watches, a lot of females buy watches for men is gifts. And then the second piece is what kind of creative resonates with them in the watch space. If you've ever seen ads from companies like movement, for example, they're really aspirational product shots. You know, maybe someone's out in like hiking and an interesting place or they're wearing like a nice business suit. So that's the creative and you found the audience and essentially I put those two together, started running ads and I found a few products that started resonating with the audience.
Brandon Dukeman: 08:41
Oh sorry. I mean it sounds like a science, you know, more than an art for the advertising. Is that kind of what you've seen? I mean you really got to study, you know, what, what your audience likes and things like that. Is that right? Yeah, it's, I'd say it's a bit of both.
Martin Ochwat: 08:56
You definitely need creativity and trying to think of your audience and also the ads, like some of the most incredible ads I've seen are very creative. But I think when it comes to digital marketing, it's really a combination of like the soft skills, understanding your customer, but also some analytic skills of trying to dig deep through the numbers or through the data sets. And if you can combine those two, you have a really good base to be running ads or acquiring users online. Right. And are you getting your analytics from Facebook itself or from the ads? Talk a little bit about, you know, how you break down those analytics when you receive them and where you received them from. Sure. So these days it's actually a great time. A lot of the online ad platforms are really advanced. They have great analytics. Let's say you're running Facebook ads, they have their own analytics tool online.
Martin Ochwat: 09:47
You can hook up, you know, your website or your app and they'll tell you everything about how many visitors you have. Let's say you have a thousand visitors, they'll tell you of those thousand visitors, maybe a hundred clicked on your product and then 50 added to cart, maybe 20 made a purchase, right? So all these analytics are easily available for you in a dashboard. The other great tool I usually use is Google analytics. For most website owners, I highly, if you don't already, I highly recommend to hook it up to your website. It usually takes five to 10 minutes to get started. And Google just gives away a free whilst of incredible data you can use to measure, you know, how are people performing on your website and also how are your ads performing.
Will Harvey: 10:31
Very cool. Very cool. So when you, when you started this company in the [inaudible] cause we, before we started the podcast, we were talking about your cushy job and it was a high paying a high paying job. I think a lot of people struggle with that because, and even if they don't have a high paying job, it's, they, they struggle really taking that leap of faith and going out fully into the entrepreneurial space where they don't have a steady paycheck and they don't have a security blanket from that. So can you talk a little bit about your mindset and just what you, what you did to prepare for that and how you ultimately did it?
Martin Ochwat: 11:12
For sure. So I was actually inspired by Tim Ferriss four hour work week. I was reading it at the time and thinking, yeah, incredible book. I was thinking, okay, how can I, you know, live a life where I get to travel, which is something I've been wanting to do since I was a kid while also making money. So I think the book started out putting me in a great mindset. If, if you're not into reading, you know, it could be meeting other entrepreneurs or people like a few years ahead of where you want to be. That's a great way to get inspired. And then I think the second thing is if you are in a cushy job, like you said, it is risky to give it all away. You might not have a huge savings to live of for long, but the good news is you can start working on your business or side project in the evenings and weekends.
Martin Ochwat: 12:00
And that's, that's how I started. That's how many people I know started. And it really takes a lot of risk off the table. You might not be able to dedicate, you know, yeah, like eight or 10 hours a day. But even if it just four or five hours in the evening, you can get started. And once you start seeing some traction, whether that's users coming in, revenue coming in, eventually as you see that grow though, you'll reach a tipping point where it just doesn't make sense to do your day job anymore. In my case, I was earning as much as my day job and all my friends are telling me like, why are you still working here? Know you're making the same amount working like three hours a day at home versus 10 hours at the office. So that was kind of the turning point for me. But I think it's a similar model. I've seen work for others and it can definitely work for you too.
Brandon Dukeman: 12:47
Got it. It's awesome. Yeah. So you know, going back a little bit to the digital marketing w where do you see the kind of the digital marketing going in the future?
Martin Ochwat: 12:59
That's a definitely a loaded question. The thing that with digital marketing is it's always changing and it's always fast paced. What worked for me a few years ago might not be working anymore today. So at the time when I, when I was at machine zone and after I left, Facebook ads were really hot. And one of the reasons for that was the ad cost of acquiring a user online was still really cheap. Not a ton of people were running Facebook ads. So you could get users like very easily, if you look today in 2019 a lot of these channels like Facebook and Google ads are now saturated. It doesn't mean you can't make money using Facebook, but it's a lot more difficult than it was when I started. So I think a great way to look at like trends is try to see where do you see things going in five or 10 years.
Martin Ochwat: 13:49
So if you're starting today you know, one popular channel might be podcasts, right? Like you guys are starting a podcast here. It's still fairly new in this space. It hasn't been like huge or that popular for very long, but in five or 10 years, podcasts could essentially replace like radio or a lot of TV talk shows. Yeah, or like tech talk. Similarly is a new social media channel. It's still really young and used by like teens, but maybe in five or 10 years, you know, all of us will be on ticktock. So I think if you really try to follow the trends and get onto a new channel early, you have a much better chance of succeeding and doing well in marketing.
Brandon Dukeman: 14:30
Yeah, that's, so the early adopters are always the ones that have the most success, right? Yeah. And you're looking back and why didn't I have that idea? But you know, right. Yeah. Mark Martin talked to us a little bit about you're a zero plastic waste company that you've got going on right now. It sounds pretty interesting for sure. So we're starting a new company called loop. It's, we're launching in January,
Martin Ochwat: 14:52
February, 2020 and essentially we're trying to turn a sustainability on its head. A lot of people we've talked to think that, you know, they want to be sustainable, but it seems like a lot of work, it seems the products are expensive and they might not actually work all the time. So we're, we're doing products that are the opposite. Think of everyday essentials. You might use like a toothpaste, shampoo or deodorant that normally you throw it into the garbage while we make them without any plastic packaging and our products are affordable and you can use them for, you know, less than $10 a month. They actually work. We've tested every other competitor on the market and our products off like almost all the time exceed the competitors by a huge margin and they're easy to use. You don't have to change your lifestyle. So if you're used to using, you know, regular deodorant and a plastic tube, you can try ours in a biodegradable cardboard container.
Brandon Dukeman: 15:48
Very cool. How'd you guys come up with this idea? What are, you know, what inspired you to, to go the non plastic route?
Martin Ochwat: 15:56
Yeah, so I think we, we're initially inspired a bit through traveling. I've been in a lot of great places. For example, in the Philippines there's beautiful islands and an area called El Nido. We've been a lot in South America. One thing that sort of bothered me the whole time is how much trash there was in the oceans. And also just in our day to day lives. And at one point when I was going through Europe, I noticed in Europe, they're actually way farther ahead of us in North America in terms of sustainability and the environment. And a lot of these stores started popping up selling, you know, plastic free goods or more sustainable products that are equal friendly. And we thought, okay, this is, this is has to be the future. Like if we don't clean up our mess with trash, there isn't going to be much of a future for the earth. Why don't we take, a lot of these products were inspired by bringing them to North America, which is still, you know, one of the largest, if not the largest eCommerce market in the world. And just share it with other people. So I felt it was really a great way for us to connect our experiences and also sell something that's good for both people on the planet. And basically try to make a difference.
Will Harvey: 17:10
That's, that's really cool. And, and not to get, not to focus on the business side of things, but that's really, really easy for people to buy into because there is such a heavy focus on being eco-friendly and sustainability and all that stuff. So you're really kind of kind of satisfying the younger crowd. A lot of people that I see are the millennial crowd coming up and they're there. The next consumers really, really dominating everything and you're, you're, you're really catering to them, which is, which is cool. So that's awesome.
Brandon Dukeman: 17:42
Some. Martin, are you guys going to be predominantly selling online and just kind of using your experience with the Facebook ads to get the word out there or what's your strategy with that?
Martin Ochwat: 17:50
Yeah, good question. So starting out, yes, we will be online. The great thing with launching an eCommerce or a lot of businesses on the internet is you can get started very quickly. You don't need to open, you know, a lot of money and open like a physical retail store. Online also lets you iterate on your business fast too, right? So you can try different landing pages on your website. You could test different messages or even like with Facebook ads to try targeting a lot of different audiences. In our case we're, we're gonna rely a little less on Facebook starting out. Our strategy is more based around influencers and PR. Try to build I guess more sustainable, organic channels of acquiring users and eventually we'll sprinkle in some of those Facebook ads in the future.
Brandon Dukeman: 18:39
All right. Sounds like a great strategy. Yeah. Yeah, that sounds great. Well, brand ethic worth the time for the moments truth. Yeah. Martin is the second we like to call moments of truth. It's the seven same questions that we're going to ask all of our guests here. You should know some of the answers to them. Some of them might make you think a little bit, but I'll start it off here. Martin, who's your successful model?
Martin Ochwat: 19:00
So I'm really a fan of Gary Vaynerchuk, Gary V. I know a lot of people talk about him, but I actually think he's great for not the reasons you may think of. So the thing I love about him is he's essentially his own influencer promoting content and his agency. But in Gary's case, he's not actually selling products to his direct audience. So let's say he's maybe like inspiring people to start businesses. He's not selling products to me who is trying to inspire, but he's leveraging his audience to sell products to other people. So this lets him be genuine, test a lot of content, give away a lot of free value while still being able to monetize. So I think just the way he does that, it's really clever and he's always on top of the latest marketing channel.
Brandon Dukeman: 19:48
Yeah, I agree. [inaudible] He's, he's one of my, one of my favorites too. He's aggressive and he, you know, he tells you how it is. So I like that. Yup. Yup. Okay. Next question is, what's your, what's your biggest success?
Martin Ochwat: 20:01
I'd say my biggest success right now has been, as mentioned before leaving my six figure job in Silicon Valley. Taking a chance to start a eCommerce business, bootstrapping it from, you know, zero to seven figures revenue a year. And really getting the travel. I've been to over 30 countries in the last two years, so I'm really excited about that.
Brandon Dukeman: 20:22
What was your favorite, I, this is a tangent question, but what was your favorite country that you traveled to?
Martin Ochwat: 20:29
It's always a hard question. There's so many good countries. I really love Argentina. I think that the food the steak, the wine is amazing down there. It's really European European vibe, but it just feels like a, a very special place. It's really kind of far away from everywhere else. You have really great people and really great lifestyle. So definitely check it out.
Brandon Dukeman: 20:51
Cool. Yeah, definitely be on the list. Martin, what's your biggest failure?
Martin Ochwat: 20:56
I've had, I've had many failures. I think what, what hurt the most was when we were launching our dental lab right after university. It was going well. We ended up getting into a lawsuit. Funny side story, I had to it was either moving into my parents' house again or living in a bunk bed with a few other entrepreneurs. So I, I shared a room with, with three entrepreneurs at the time. We really try to grind it out, but it didn't work that just how businesses. So you know, I've moved on since then, but definitely that's one of my worst experiences. Lots of education through that though. Right? Definitely a lot to learn. Yup. Yup. Okay. So what's your what's your favorite quote? One quote I really like is it's by sun SU in the midst of chaos. There was always opportunity. And so what I, what I like about this quote is as an entrepreneur, like you probably know, it's always very difficult. Things are very uncertain. There's not like a defined path of where to go, but that's kind of where you can really create value and start new things that others haven't before. It's kind of, it, it also relates to taking the, the unbeaten path of trying to do something different yourself that others might not be doing. So I really liked that quote.
Brandon Dukeman: 22:17
I love that. Martin, what are some of your hobbies outside of outside of being an entrepreneur? I know you said you like traveling a little bit. What else do you like to do?
Martin Ochwat: 22:26
So I, I love mountain biking and swimming. I've been mountain biking since a kid, used to race in high school. Swimming. Just a great way to, to distress. Yeah. And also just love having a good meal out, you know, a great restaurant with friends, family or, or just my girlfriend. That's why I liked it.
Brandon Dukeman: 22:46
Awesome. Okay. What's the best business book you've read?
Martin Ochwat: 22:50
So the best business book I've read in a while is never split the difference by Christopher Voss. Yeah. So it's really, if anyone doesn't know, it's written by a former hostage negotiator that worked for the FBI. And he would negotiate with like tons of people, whether it's criminals or terrorists for essentially setting people free. And he really uses those lessons. He learns there to apply them to business and life. For example, one tactic he talks about is anticipating negative things people might say about you or your product. So let's say, you know, I'm a consulting business and I'm selling my services. People might say, well it's, it's very expensive so you can use one of his tactics of saying upfront like we know we're not the cheapest firm, but here is why we provide value. And by anticipating that negative it puts people in at ease and it gives, it builds more trust so that you can have a more successful negotiation.
Will Harvey: 23:51
That's true. That's really good. I actually read that book recently too and loved it. I'm going to jump out on it on a quick tangent here. I had a real life scenario where right after I read it, I was actually, I was actually not, no, I didn't get kidnapped luckily, but now, so I was I was buying this house that I ended up flipping and the, the seller that I was negotiating with, I, I threw out an offer and she countered higher and I probably would have just split the difference in the, in the past. But after reading the book, I was just, I use some of the tactics on how, how am I supposed to, you know, he always always says ask, ask the person how, how am I supposed to do that? How can I, and kind of show them that. And it ended up working and we got the price that I originally throughout. So it was a, it was pretty cool. So that's a great one. Yeah, exactly. So,
Brandon Dukeman: 24:47
All right, my last question here, if there's one key piece of advice you could give our listeners that are aspiring entrepreneur about achieving success success, what would it be?
Martin Ochwat: 24:56
Yeah, so one, I think the last thing I'd want to leave you with is no matter what you're doing today, it's good to try and look outside of that and try to think about the longterm, right? So whether it's positioning your career, positioning your business, like I said, a lot of people that are most successful, they'll hop onto trends early. And so you want to be thinking what is going to be big in your industry in five, 10, 15 years? And at that point, most of us are still fairly young. That will probably be the peak of our careers anyway. So if you can position yourself to do really well in the long run, I think that's the best way you can grow yourself and your business.
Will Harvey: 25:33
That's so good. That's so good. Well that wraps up the moments of truth. Martin, what are some wants and needs that you have for your business
Martin Ochwat: 25:42
Wants and needs? We definitely want to grow and we're looking for more new users. So if you want to support us in the prelaunch checkout, get [inaudible] dot com you can sign up for our prelaunch there. Otherwise, I just want to help people out. So I, I give out some free marketing tips and advice on MartinOchwat.com you can check me out there too. And yeah, I'm just happy to be part of the, the community.
Will Harvey: 26:05
Awesome. Awesome. And is that how people cannot get in touch with you as well?
Martin Ochwat: 26:08
Yeah, that's the best way to get in touch with me. You can find me on social or check out my website, [inaudible] dot com
Brandon Dukeman: 26:15
Awesome. Well that wraps things up guys. I appreciate everybody listening. You've heard some great information here from Martin about digital marketing and social media marketing. Again, feel free to subscribe to our daily podcast show on iTunes or wherever you listen to and make sure to join us on Facebook at facebook.com/groups/wealthjunkies there. You can connect with us and we'll have some free information out there for everybody. I appreciate you joining us, Martin today and join us tomorrow for another guest.
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