Hardware Podcasts

143: How to Identify and Speak to Your Ideal Customer with Emily Joann Wilkins, Founder of Marketing Metal

Manufacturing Happy Hour · 27 Jun 2023 · 32m

What this episode covers

Emily Wilkins, founder of Marketing Metal, explains how job shops can build profitable brands by niching down to specific audiences rather than trying to appeal to everyone. She details the evolution of her company from a general agency to a specialized firm serving manufacturing clients, emphasizing the importance of identifying ideal customers through profitability and enjoyment metrics. Wilkins advises manufacturers to stop listing equipment and start selling services, while leveraging personal branding and community voices like Manufacturing Champions to build authority and generate real leads.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Marketing Metal, Broadview Product Development
Products
Manufacturing Champions
Also
The Southerner, Pumpernickels, Taco + Bar, New Holland brewing, Mavens of Manufacturing, The Fabricator

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