Emily Wilkins, founder of Marketing Metal, helps job shops, machine shops, metal fabricators, custom equipment builders, and other small manufacturing businesses build their brands and tell their stories. She returns for her second appearance on The Fabricator Podcast, and provides comprehensive marketing services, including website development, content creation, and social media management. Wilkins emphasizes something she calls "Specific Human Optimization" (or SHO, similar to SEO strategy), which is the importance of authenticity and creating an emotional connection with customers through a company's online presence. She also highlights the value of networking and industry partnerships for driving business growth. Wilkins will be presenting a workshop on "Marketing Doesn't Have to Suck" at the upcoming FABTECH trade show in Orlando, Fla. This episode was recorded at IMTS 2024 in Chicago. Email us at [email protected] with any comments, questions, or suggestions.