A few weeks ago, the wonderful Laura Egocheaga came to the Full Stack Talent office and had a sit-down interview with us. She shared some marketing knowledge freely, and took the walls down when it came to her personal struggles.
Laura confirmed to me her involvement in Startup Week 2019 – she’ll be delivering a keynote speech, taking part in a panel, and potentially hosting a workshop, touching on social media monetization, product/service scalability, and finding your voice to change the world. We are so excited to be able to report this and will update the article as we get more details.
Roxanne Williams: I first met you at Startup Week where you delivered an amazing talk on digital marketing to a completely packed house. I’d like to know what got you involved in Startup Week.
Laura Egocheaga: Through instagram. Allie started following me 6 months before and she loved my content. She messaged me saying she was an organizer and asked if I wanted to deliver a talk, and I said yes!
Roxanne: You’re super passionate about the entrepreneurial space in Tampa. Can you speak to your involvement in the community? Any meetups or events you regularly attend?
Laura: Regularly, not really, but I host them. I’m partnered with an app called Startup Space. Our mission is to unite the world’s entrepreneurs with resources at a local-to-global scale so we can all revolutionize the world together.
A few weeks ago, I did a meetup on how to grow a wildly profitable instagram. We did it at the ECC right here in Ybor. I also did a talk at SPC (also a meetup) about what digital marketing is. That’s how I’m contributing to the community.
Roxanne: I actually do have a question for you about Startup Space since you joined that project recently. Can you tell us a little bit about that? What’s your involvement?
Laura: I’m the digital marketing partner, one of the advisors. We’re in the process of growth hacking the app by reaching out to influencers and having them demo the app and sharing it with their audience, we’re going to be at Web Summit in Lisbon, Portugal – that’s November 5 to 8.
Roxanne: What is it about marketing that you’re so passionate about?
Laura: I wouldn’t even say marketing, I’d say it’s building relationships. This is what I’ve realized through my consulting journey: no business really has marketing problem, they have a personal problem that reflects on the business.
My business started to struggle this year. I can’t figure out how to scale to $150,000 of revenue per month even though I have friends doing it. I keep asking myself ‘what’s wrong with me?’ because when you’re the CEO, it is what’s wrong with you. You control everything, so if something bad is happening, it’s because of you.
I’m doing a lot of personal development right now. I love psychology. When I went to school, my favorite classes were Ethics, Psychology and Sociology. I love understanding what makes people tick. How many times do I have to touch you until you take your wallet out and pay for something?
Roxanne: Have you ever gotten a bit burned out on what you do?
Laura: Oh yeah. Totally. Specifically this year. Super burned out the past 2 months – I’ve really struggled because mentally, I didn’t want to deal with any issues. People tell me ‘but you seem so strong!’ all the time. I am strong, but I’m vulnerable too.
People have seen that play out through my social media. It’s crazy how everything reverts back to your childhood and how you were raised. It’s a real struggle having to erase beliefs you’ve held for over 20 years, and it’s hard to build new habits.
The reason I’m actually doing this vlog is because I understand that if I’m trying to accomplish something, I will self-sabotage. If I take away all the backdoors so that I’m unable to back out, I’m golden. This helps me stay on track with my work, and it helps me be real.
I genuinely want a lifestyle change, and if I have to document the entire journey, I will.
Roxanne: You’re taking the walls down. That’s awesome. You posted a video a little while ago actually about time as a commodity. Respecting your time instead of blowing through it. How do you make sure you accomplish everything you set out to do, and do you have any advice for procrastinators out there and people who may be wasting way too much time?
Laura: Figure out what you’re trying to accomplish that month, chunk that out into weeks, and then chunk that out into days. Super baby steps. Personally, I felt like it was just too much. I got paralyzed because it was so intimidating. So I asked myself, how can I make it not intimidating? What are the tiny things I have to do?
One of them was getting a calendar and literally planning every single part of your day out. For example, I use Grant Cardone’s planners. Every hour of the day is written out, and at the same time, you write down what your goals are for that day. It’s super awesome, and it helps me a lot.
When it comes to business, one thing I implemented was not doing sales calls every day. I realized my mind is not performing at its best when I’m doing sales calls if I, at the same time, am trying to write a new blog post or figuring out what kind of content I’m going to put on social. So now, I block 2 specific days out just for calls. My only objective on those days is to land a client.
So I’ll have a couple days where I focus on sales calls, a couple days where I focus on the business as a whole, and a couple days where I focus on myself. That’s something that I was lacking on. I would go days without sleeping – I can’t do that anymore.
Roxanne: You have to put yourself first.
Laura: They don’t teach you that!
Roxanne: What are 3 things that every company should be doing, marketing-wise?
Laura: 1- Creating content. Not just blog posts, but video content as well. 2- Social media. Keeping in mind to create content specifically designed for the platform it’s on. 3- Engagement. Understanding who your ideal audience is, and putting your content in front of that ideal customer – not just waiting for them to come to you, because that’s not going to happen.
Roxanne: Anything specific that companies with a very low marketing budget can do? Potentially free ideas? Content creation is free.
Laura: Content creation is free, yeah. Other than that… There’s no way to really scale ‘free.’
Roxanne: Yeah, so start low and then when you can afford it, Facebook Ads?
Laura: Yeah, but I scaled my business without Facebook Ads and I sell Facebook Ads. It’s not about Facebook Ads, it’s about hacking attention.
One of the strategies I used was to put up a case study. Then I took a screenshot of the case study’s title and I put it up on instagram with hashtags my ideal customers were using / searching for. The customer would find it, click the link on my bio, read the case study, go through my funnel, and book a call. That’s not free, but it’s very cheap. You have to work for it.
Roxanne: Facebook Ads vs Google Ads?
Laura: I love Facebook Ads. Google Ads, no, but I love Youtube ads – Youtube Display Network and all that? Yes.
Google Ads is search. You have to be actively searching for something. So if I can get that person, then whatever, I’ll pay for the ad. When they get on my page, I have Facebook Pixel on there, and I’m retargeting them and remarketing. I’m going to hit someone, and I’m going to hit them over and over until they do something. If they don’t, they’ll eventually be opted out of my sales funnel.
All the ads are worth it but if you do it right, you’ll get way more ROI from Facebook Ads.
Roxanne: Out of curiosity, what’s your customer lifecycle?
Laura: Anywhere from 6 to 12 months. We’re trying to make that longer through consulting.
What we’re doing is really setting them up during the first 6 months. We give them all the tools they’ll need for success, and then they take over, and we take on a consulting role. Every time something new comes out on Facebook, they have to come to me since I’m the authority there. That’s why consulting plays out better for me.
Roxanne: When is it ok to take risks in marketing?
Laura: I take calculated risks. If I’m going to go all in on one ad set and scale it up, it’s because there’s proof behind it – I put 5 ads out, that ad won, and I scale it up. Does that make sense?
Roxanne: Yeah! You’ve done development. What do you program in?
Laura: I make instagram bots. I just got into Sketch, which is front-end for apps, and I’m very excited to learn. I do front-end development more. When it comes to back-end, it’s really just Python. Back-end development is something I would outsource.
Roxanne: You’re into crypto… What’s your favorite coin?
Laura: My favorite is Monero.
Roxanne: Do you intend on leveraging other emerging tech, such as AI and Machine Learning for your business?
Laura: Already using AI. Our mission is to help visionary entrepreneurs ethically scale and automate their businesses. We use chatbots. Chatbots are where it’s at. We use ManyChat – huge fans of it. They just had their conference in Austin and it was super dope. Are you familiar with Messenger bots?
Roxanne: Yes. Not with ManyChat specifically, though.
Laura: Ok. So the open rates are ridiculous. It’s like email back in 1997. We have clients in the info product space that are always releasing new courses and webinars, and the open rates they get are around 93%. The opt-in rates are crazy. Then it comes down to having the right webinars to keep the customer entertained and get them to purchase.
Roxanne: Do you have any favorite resources when it comes to martech training?
Laura: Facebook Blueprint is good, but it really comes down to understanding the leaders in the industry. I learned from Tim Burd – he manages multi millions of dollars in Facebook Ads every months. DepeshM is another – he worked for Facebook and then went out and created his own agency, where he manages millions in ads every month. I’m only around $100,000 per month.
I plug myself into the community, and I think that goes for any industry.
Roxanne: You know Michael O’Rourke, right? He mentioned the same thing when it comes to crypto – it’s mostly about being on Twitter and following the right people to get the latest news.
Laura: That’s what I do as well for crypto.
Roxanne: What do you hope to see in the next few years in Tampa Bay when it comes to technology or the entrepreneurial space?
Laura: Those for me are two completely separate subjects in Tampa. I love the entrepreneurial space. I think it’s amazing, it’s inclusive, and we just need to get more people involved.
When it comes to tech though, I don’t feel it’s inclusive. I feel like it’s very posh. W also need to provide kids with more resources for tech. As a troubled child, I can tell you a Macbook Pro changed my life.
Roxanne: Any further thoughts or insights you’d like to share? Anything exciting coming down the pipeline for yourself or your business?
Laura: My life is exciting. Watch the journey, follow me on instagram, and you’ll see everything! I’m growing as a person – I’m definitely not the same person that I was when I did Startup Week in February. I cringe watching myself then! I just want to empower people and I would be super thankful if people wanted to watch that journey, and if motivated them to empower other people too.
Watch the full interview here:
About Laura Egocheaga:
Laura Egocheaga is a serial entrepreneur and the Founder & CEO of DivibeTech, a Growth Hacking digital agency servicing eCommerce & Brick and Mortar clients across the United States.
Laura started learning her craft while still in high school and running her first business which was a branch of affiliate marketing as a side hustle. After making her first $20k in 6 months she knew there was something bigger to this thing called “The Internet”… Now she is the owner & operator of a digital marketing agency that provides their clients with “customers on demand” system.
Laura is also one of the most sought-after Facebook Ads Expert alive today. She is a crypto/blockchain enthusiast, author, and an early investor in crypto such as BTC, ETH, XRP, and XLM.