E. 145: Emily Wilkins on How Niching Down and Owning That Niche Allowed Her Business to Thrive
I'm 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.
Find this episode for free on your favorite podcast player.
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 agency method has impacted Emily’s business and lifeERE
