Breaking past the million-dollar mark takes more than grit—it takes savvy marketing strategies, a keen understanding of your numbers, and the ability to think bigger.
Lisa Niekamp-Urwin, CEO of St. Henry, Ohio-based MSP, Tomorrow’s Technology Today, knows this better than most. Here’s an inside look at the tips, tricks, and tactics that helped get her MSP to $1 million.
MSP Marketing Strategy – Hit from Different Directions
Tomorrow’s Technology Today’s focus on MSP marketing is a critical factor in their success. “We’re very committed to [it],” says Niekamp-Urwin.
“We do direct mail, a weekly blog post, social media, and a weekly LinkedIn newsletter article. Just hitting it from all different directions,” she explains.
In addition to their other marketing campaigns, she puts together a printed newsletter every month. “I’ve only missed two months since 2017 on that. We’ve been very dedicated to the [campaigns] we’ve been doing; we work really hard to keep that oil well going and keep adding to it. I think that really helps in the consistency of our messaging.”
Niekamp-Urwin’s MSP is also a member of eight different chambers, whose events they attend religiously. “We’re constantly out there; getting involved in the golf outings and bourbon tastings. We also do a monthly webinar or lunch-and-learn. We’re constantly out there hitting the pavement,” she says.
However, Niekamp-Urwin warns against looking for one silver bullet to success. “There’s never that one thing. It’s always a combination of [strategies],” she says.
Marketing Advice for Other MSPs
Niekamp-Urwin recommends tackling marketing earlier than she did. “From $750 to $1M was a bit of a harder jump,” she says. “That’s where I really focused in on the marketing, and it’s started to come faster. One percent a day gives you 100% in 100 days. So just keep going at it.”
She continues, “I heard somebody say at one point, ‘As an MSP, if you’re not uncomfortable with the amount of emails you’re sending, you’re not sending enough.’ You should be super uncomfortable, because you’re not a marketer. So go past that [point] and do even more; don’t worry about it, just do it.”
Related: Marketing, Cash Flow, and Culture: Life Lessons from a $50M MSP
Keep Track of the Numbers
Everyone in business tells you to track KPIs, but it can be tough to know what you’re looking at if you’re not a financial maven—that’s why you have to keep checking on your numbers. “The more you look at your numbers, the more that you understand them,” says Niekamp-Urwin. “It’s one of those things where you just have to dive in. I had no idea where to start.”
“It’s about working with your accountants, making sure your systems are set up right, and being diligent about looking at those numbers every month. If I don’t look at them, I don’t know the bad news. I don’t know the good news [either],” says Niekamp-Urwin. “Don’t bury your head in the sand. Keep looking at them.”
Once you start tracking your numbers, you can see the results of your hard work in real time. “It’s fun to watch them grow,” Niekamp-Urwin says. “It’s fun to watch the success come.”
Don’t Settle for Small
One of the most impactful educational moments for Niekamp-Urwin was when she read 10x is Easier Than 2x by Dan Sullivan. The book’s premise is that “you’re going to work just as hard to multiply your efforts as you are [to double it]. Think bigger,” says Niekamp-Urwin.
“If you’re going to put this much effort into [something], do it on a bigger scale. What if you did it at 10 times the magnitude?” she asks. For example, Niekamp-Urwin started out doing 50 marketing mailers per week. Now, they’re doing 300.
“Now we’re able to hit the numbers,” Niekamp-Urwin says. “Just keep [magnifying].”
The major takeaways from this book inspired Niekamp-Urwin to continue learning and growing as a business owner. “It got me reading more; trying to absorb more [information]. I only have a five-minute commute, but I still listen to a podcast on the way to work. Sometimes I’ll actually drive around the block, or sit in the car and wait before going in, so I can finish listening to it,” she says.
Looking for More?
In her recent appearance on the MSP Success My First Million podcast, Niekamp-Urwin shared these insights and more, including her take on work-life balance and her methodology to hiring a cohesive team.
To hear more, tune into Niekamp-Urwin’s full podcast episode here.
