Ep 145: Emily Wilkins on How Niching Down and Owning That Niche Allowed Her Business to Thrive

I'm so excited to introduce you to one of my favorite students,
Emily Wilkins. 


What I love about her story and her evolution in the No BS Agency
Mastery Program is that she didn't waste any time going all in on
a niche once she realized it was the niche for her. 


When she first came into the program, she was working with
everybody. But after going through the “niching” exercise, it
became immediately obvious that job shops were the niche for her.
By narrowing her audience so specifically, her business thrived
quickly and she built herself up as an expert and authority in
the space. Her story is a perfect example of what happens when
you own the obvious niche.


Emily Wilkins, founder and CEO of Marketing Metal, spent most of
the first decade of her career in marketing and sales support
roles at job shops, both internally and from the agency side.
Noticing the unique struggles they faced and the huge disconnect
around the marketing function, Emily developed a radical new
process that gets these vital small businesses exactly what they
need and empowers them with the knowledge, tools, and resources
they need to build a successful business that will thrive long
into the future.


Marketing Metal is the “anti-agency” here to help small shops
become magnetic to the humans they need to get there–to create
real positive impact in their communities and the world. She
speaks at industry conferences and on podcasts about the magic
that happens when job shops have a rad brand they’re proud and
excited to shout about.


Tune into this episode to hear:


How Emily realized that retainer clients were far from the
key to financial stability

How she uncovered her niche and went all in

How Emily has leveraged her connections to build her
authority

How the No BS method has impacted Emily’s business and life



Learn more about Emily Wilkins:


Marketing Metal

Instagram: @emilyjoannimal

Connect with Emily on LinkedIn



Mentioned:


Mavens of Manufacturing

Manufacturing Masters

The Fabricator Podcast



Resources:


No BS Agencies Mastery

The Price to Freedom Calculator

No BS Launchpad

No BS Agency Owners Free Facebook Group

Start reading the first chapter of my book

Piasilva.com