MCS Influencer Holly Gotfredson shares how you can leverage social media to increase your market share and position.

Social media has changed the landscape of our world in so many ways. Posting our thoughts, emojis, photos and memes, instantly connects us with others in this wide, wide world. It’s a powerful tool – not only for social connection, but allowing businesses to connect to potential customers, users suppliers and other businesses across industries.

So how do we leverage the power to increase our market share and position as a trusted supplier or service provider?

1. Offer valuable content – Hosting free educational classes and webinars helps everyone understand the type of product you offer, its uses and how best to incorporate them into projects. This isn’t specifically on your company’s product, but information that will provide a broad brush education on for example, roofing, cladding, attachment points, etc. In addition to showcasing project highlights, products and services, including these course invitations on your social media channels and e-blasts as well.   
2. Be consistent – Only posting 2-3 times a year or trying to engage daily for a few months, then quitting, will flatline your efforts to grow. Instead, utilize BOTH your company social media pages and individual page to provide educational content, highlights from recent business events and recognizing team members within your company for a promotion, new product or leading innovation as part of your team. 
3. Be genuine – If a company’s approach to social media is akin to a “crazy hands balloon” or a flashing neon sign – stop! This will become white noise in about two seconds. Instead, know your audience and understand what will be of interest to them. Consider their needs – and offer something in content that helps fulfill them. 

MCS Influencer Holly Gotfredson says now is the perfect time to realize a rewarding career in metal.

Forging ahead in the 1800’s, Tabitha Babbitt invented the first circular saw. Sarah Guppy, an English inventor, patented her innovations related to metal structures, including designs for safer bridges, railways and ships. Her work supported the structural integrity of many engineering projects during the Industrial Revolution. With the U.S.’s military efforts during of World War I and II, women became a critical labor force throughout aerospace and metal manufacturing facilities. 

These are just a few examples of the ways in which women have influenced the metal industry over the centuries. 

In more modern times, we have seen a surge of women charting successful careers in building sciences, construction management, architecture, engineering and manufacturing. I’m so encouraged by the recent explosion of professional organizations around these industries that specifically support women in these fields. Organizations like NAWIC (National Association of Women in Construction), WiM (Women in Manufacturing), AWMI (Association of Women in the Metal Industries), and NWIR, National Women in Roofing, offer professional growth, networking, continuing education and opportunities to share ideas, bringing innovation to the forefront of our industry. 

I’ll be honest. A career in metal manufacturing wasn’t on my bingo cards as a child of the 70’s growing up on the outskirts of North Alabama. But twenty-one years ago I had an opportunity to start part-time with my in-laws two metal coating and fabricating companies. Little did I know over the years, the joy I would experience learning the processes from the ground up, realizing how creative this industry can be – creating unique solutions projects all across the country. I loved the industry so much I decided to become a permanent part, purchasing American Metalcraft in 2017 and Finishing Dynamics in 2021. So would I recommend metal construction to the future generation of young girls and women? Absolutely – with the support of professional organizations and team members, the advent of new technology, market share and uses for metal products, now is the perfect time to realize a rewarding career in the business. 

By Jessica Bravo.  

Learn how eco-friendly materials and processes are shaping a greener future. 

In recent years, the push for sustainable solutions across the industry has driven the rise of significant innovations in product development. One such innovative transformation is currently occurring in the coatings and manufacturing sector, where companies like American Metalcraft and Finishing Dynamics are prioritizing the use of greener materials and processes to reduce their environmental impact.  

Leading these efforts is Holly Gotfredson, president and owner of both American Metalcraft and Finishing Dynamics. With a unique background spanning areas of expertise in the art world and real estate, Holly has seamlessly combined her diverse experiences to shape American Metalcraft and Finishing Dynamics into models of eco-conscious innovation. Her leadership reflects a commitment to sustainability that extends beyond operations, influencing everything from resource management to the adoption of environmentally friendly technologies. 

Holly discussed the advantages of using solid aluminum plate products, which are naturally non-combustible and compliant with NFPA 285 standards. “Solid aluminum plate may be a few dollars more per square foot than ACM or a cheaper product but it’s far superior in terms of safety, durability and versatility. And the wonderful thing is, 50 years from now, when the building is decommissioned or repurposed, they can remove our products, put them in a recycle bin and take them to an aluminum recycling center anywhere in the country. They'll even get a little money back for that metal.” 

The focus on sustainability extends to internal operations as well. Holly explained, “We are very sustainably minded. We switched out our pre-treat many years ago from chrome, a hazardous chemical that impacted the environment, to a much cleaner process using zirconium. When we’re creating products, any ‘drop’ from the materials — extra aluminum — we collect in a recycling bin in our shop. Over three or four months, we have a local recycling center come and pick up our huge bin, take it to the center and we get a little check back. Nothing is wasted. It all goes back into the circular economy.” 

By combining innovative processes, durable materials and a commitment to waste reduction, American Metalcraft and Finishing Dynamics exemplify how sustainability can redefine the metal fabrication industry. Holly’s dedication to creating lasting products that prioritize safety and recyclability highlights the importance of investing in practices that benefit both the environment and the future of construction.  

Learn more about American Metalcraft and Finishing Dynamics' sustainability practices!  

By Dani Sheehan. 

Whether it’s designing a custom facade or solving a unique fabrication challenge, American Metalcraft helps bring your vision to life. 

When Holly Gotfredson talks about her background in the art world and residential/commercial real estate, it may seem like an unlikely transition into the metal fabrication industry. The president and owner of American Metalcraft and Finishing Dynamics, Holly has spent years finding common threads between her diverse experiences, including attention to detail, an appreciation for design and a passion for creativity, that shape how both companies operate under her leadership.  

American Metalcraft offers a unique advantage compared to other fabricators: the ability to handle every step of the process in one building. “We do design assist, engineering, finishing and fabrication all in-house,” Holly explained in a recent interview. “Most fabricators don’t have that capacity, especially when it comes to extrusion coating or PVDF – also known as Kynar paint lines.” 

But at the heart of its operation is American Metalcraft’s ability to fill small to large quantities and custom orders. Holly shared, “We don’t sell widgets or anything off the shelf. Everything is custom-made for the projects it’s specified for.” This emphasis on tailored solutions gives them a competitive edge working with architects and designers. “[The design community] will call and say, ‘Hey, we know you are the solid aluminum plate experts, can you help us? We're looking at, you know, XY and Z for a facade and we need sunshades.’ And of course, we're more than happy to help.” 

They don’t fabricate coil, but Holly explains, “Coil typically requires a minimum order of 5,000 to 8,000 square feet to get one color, and that’s a lot of square footage, especially if you just need three replacement panels.” They’re able to color match the coils and provide a solution that’s post-fabrication finished. This approach not only addresses practical needs for their customers but also allows them to deliver superior quality. Offering post-fabrication finishes reduces the risk of exposed edges oxidizing and their materials are typically thicker than coil, reducing the need for additional stiffeners on larger panels. 

Every job also undergoes rigorous testing to ensure durability and compliance with industry standards. “We do AAMA [American Architectural Manufacturers Association] testing as part of quality control at the end of the paint line,” Holly noted. “For every job, we create lab panels that go through thermal tests, acid tests, mortar test, pencil hardness tests and more.” A spectrometer ensures uniform paint thickness. This attention to detail is another way they stand out in the industry. 

Holly’s artistic background really shines through her leadership. American Metalcraft is not only a metal fabrication shop, but a partner in creating innovative, high-quality solutions for its customers that blend form and function. From filling all size, custom orders to collaborating with the design community, the company continues to forge a path defined by creativity, precision and exceptional service. 

MCS Influencer Holly Gotfredson says that positioning your company as a go-to resource for a particular service or building product is of the utmost importance.

In this era of information overload, finding a trusted source with expert knowledge and a proven track record can mean the difference between success and failure on a project. Gone are the days of hard selling and cold-calls. Fostering a sense of trust and authenticity, along with a long-range, long-term business relationship as the goal is the best bet for success. So what’s one of the best vehicles to convey those goals and offer resources to your customer base? Social media of course!

When posting on any social platform, the number one question to ask yourself is “What will my audience find interesting and helpful?” For example, if your target audience consists of owners/developers/architects in healthcare, tailor your content around that subject. Posts could include recent articles on trends in healthcare design, the latest headlines on AI being utilized on medical site development and construction and sustainability goals around wellness facilities, etc. With that, it’s okay to sprinkle in a few project spotlights of your own that feature your company’s products or services, but keep the posts informative, rather than “sales-y.”

Overall, a key to remember is: be consistent. If you’re posting under your own profile, try to post something once a day. If you're managing a company page, posting at least once a week will help drive the desired results.

The second thing to consider is how to engage with your audience. Comments, likes and shares from your company pages and employee profiles make a difference. When authentically engaging with your audience, a genuine compliment on their most recent post or a thoughtful question makes that person feel valued, seen and heard. Knowledge sharing is a great way to give freely to those that you hope to serve. When done with the right intentions, opportunities for solid business relationship building will begin to bloom.

MCS Influencer Holly Gotfredson says that successfully utilizing AI depends on the knowledge of the operator in how to properly input information.

One of the ways that the MetalCoffeeShop™ is proud to connect the industry is through our influencer program. This brings together experts from across the industry to share the knowledge and experience they have gained through their careers. With the rise of artificial intellegence in our day-to-day lives, we wanted to facilitate a discussion on where these influencer see it being used in business.

This is what Holly Gotfredson from American Metalcraft and Finishing Dynamics had to share about artificial intelligence in the metal industry:

"A lot of the AI that’s currently on the market is a great fit for OEM shops and shops that make a lot of the same types of parts; however, in the next 24 months I think we’ll see more solutions that meet the needs of custom fabricators. We have added AI tools to our efforts in marketing and advertising. There’s a lot of really great applications that take power point presentations, social media posts, video editing and website design to the next level. Chat GPT and Chat Smith both act as prompt engineers for us when finding the right words, content or imagery becomes challenging.

Conversely, when our team is looking for a specific resource or more information on a topic, we’ve learned to be input-prompt engineers in order to receive the right information from AI. My good friend Brent Williams spoke about the concept of “prompt engineering” at the CSI Southeast Regional conference this year. The difference between success and failure in utilizing AI depends on the knowledge of the operator in how to properly input information in order to receive the desired result. Those that develop this skillset will achieve their goals and then some."

MCS Influencer Holly Gotfredson says prioritizing sustainable products from the very beginning will mitigate cost overruns without sacrificing the eco-health of the building.

MetalCoffeeShop® is incredibly proud to act as a bridge within the industry, connecting and supporting people in all different parts, from manufacturing, to technology and more! One of the ways we do this is through our Influencer program. This program helps industry experts share their knowledge and experience with others about current topics in the industry.  

More and more frequently, we are seeing an emphasis placed on sustainable development. This interest is in a variety of areas, such as more energy-efficient systems, more eco-friendly products and more environmentally friendly job sites. So, for April, we asked our influencers about how contractors can use sustainability in their business and sales. 

This is what Holly Gotfredson, who has over 19 years of industry experience and is the owner and president of both American Metalcraft and Finishing Dynamics, had to say in response:

Thankfully, industries across the board are starting to pay more and more attention to products’ short-term and long-term impact on the environment. This is especially true when it comes to construction, manufacturing and project delivery. Contractors that take time to really listen and understand the owner and designer’s sustainability goals from a project’s inception will deliver a successful and eco-friendly building.

Should unexpected and unforeseen budget issues arise, prioritizing sustainable products from the very beginning will help the GC understand the best options to mitigate cost overruns without sacrificing the eco-health of the building. Selecting domestically produced and sourced products that utilize recycled material and content will help meet sustainability goals. Selecting from products that offer an HPD (health product declaration) and an industry wide or product specific EPD (environmental product declaration) is another way of ensuring the most sustainable products.

RCS Influencers celebrates its eighth year of giving back to the industries it serves. 

RoofersCoffeeShop, the award-winning website where the industry meets for technology, information and everyday business, announces the 2024 Coffee Shop Influencers for RoofersCoffeeShop, MetalCoffeeShop™ and CoatingsCoffeeShop™.    

Each month these Influencers respond to a topic that is hot in their respective industry such as sustainability practices, AI usage, training and fall protection, recruitment strategies, cause marketing and more. Information is shared through interviews, videos and articles on RCS, MCS and CCS. These Influencers represent all facets of the roofing, metal and coatings industries from contractors and associations to industry manufacturers and service providers. Their contributions are recognized in a special section on each site.   

“We are committed to sharing the thought leadership that each influencer brings to address important issues that affect professionals in each of these industries,” stated RCS President Heidi J. Ellsworth. “We are excited to share their expertise across all Coffee Shops in order to help others find success and are so grateful for their contributions.” 

We are proud to announce the following 2024 Influencers: 

RoofersCoffeeShop  

1. Charles Antis – Antis Roofing & Waterproofing 
2. Rich Carroll – Carroll Consulting Group 
3. Melissa Chapman – Glo Group 
4. Patrick Cochran – Red Dog’s Roofing 
5. Trent Cotney – Adams & Reese 
6. Kendall & Chris Ekerson, Brandon & Nalani Smith – SA Roofing 
7. Tammy Hall – CFS Roofing Services 
8. Peter Horch – Horch Roofing 
9. Rae Fistonich – Chinook Roofing 
10. John Kenney – Cotney Consulting Group 
11. Ro Lewis – Tremco 
12. Lee Lipniskis – Levello Construction 
13. Steve Little – KPost Roofing & Waterproofing 
14. Jake Magalsky – Ace Roofing 
15. Wendy Marvin – Matrix Roofing & Home Solutions 
16. Mandy McIntyre – Level Up Consultants 
17. Ashley and Seth Pietsch – Integrity Insurance & Bonding Inc 
18. Allison Woslager – Integrity PNW 
19. Bill Seibert – Fisher Roofing Company 
20. Jim Ziminski – BZR Advisors 

MetalCoffeeShop 

1. Hayley Bohmer – New Tech Machinery  
2. Kevin Bumstead – Stan's Roofing and Siding 
3. Randy Chaffee – Source One Marketing 
4. Rob Collins – Quarve Contracting 
5. Holly Gotfredson – American Metalcraft, Inc. 
6. Rob Haddock – S-5!® 
7. Jena Jackson – Indiana Metal 
8. John Kenney – Cotney Consulting Group 
9. Ken McLauchlan – MetalForming  
10. Bob Mesmer – RMG Erectors 
11. Kyle Nurminen – The Metal Roof Experts 
12. Lucas Severance – Slate Valley Supply 
13. John Sheridan – Sheridan Metal Resources 
14. Melanie Spaid – Orndorff & Spaid 
15. Bill Stillwell – Hippo Roofing 
16. Erik Trefzger – Orca Roofing 

CoatingsCoffeeShop 

1. John Kenney – Cotney Consulting Group 
2. Johnny Walker – ICP 
3. Chris Huettig – Karnak  
4. Will Lorenz – General Coatings 
5. Greg Hlavaty – Western Colloid 
6. Lisa Irby – Thomas Roofing 
7. Dennis Perry – Commercial Roofers 
8. Jeff Blank – Simon Roofing 
9. Renee Urso – Ohara's Sons Roofing 
10. Ray Coykendall – JD Miles and Sons Roofing 
11. Marc Allen – Shark Roofing 

Find more information on the 2024 RCS Influencers, MCS Influencers and CCS Influencers.  

About RoofersCoffeeShop 

As an award-winning website and online community, RoofersCoffeeShop is committed to being a roofing professional advocate by supplying consistent information, education and communication avenues for all roofing professionals, and especially contractors, while promoting the positive growth, education and success of the roofing industry overall. Visitors to the site continue to find excellent opportunities for sharing information while participating in important ongoing conversations concerning new technologies, safety and the overall roofing trade. From the rooftop to the board room, RoofersCoffeeShop is “Where the Industry Meets!” For more information, visit www.rooferscoffeeshop.com. 

About MetalCoffeeShop 

MetalCoffeeShop is committed to being an advocate and supporter of the metal construction industry.  With Sherwin-Williams and industry thought leader’s contributions, the site supplies consistent information, education and networking avenues for all metal construction professionals. Visitors to the site will not only find education and information but thought-leading editorial, multimedia and Influencer content that elevates the metal construction industry. Like RoofersCoffeeShop, MetalCoffeeShop is “Where the Metal Industry Meets!” For more information and involvement opportunities, visit www.metalcoffeeshop.com. 

About CoatingsCoffeeShop 

CoatingsCoffeeShop (CCS), sponsored by APOC, launched in 2023. A sister site to the other Coffee Shops, CCS is committed to delivering the education, training, news and information that helps contractors find success in the coatings industry. This unique online community focuses on all things related to coatings including roofing, construction, infrastructure and below-grade applications.  CCS connects the industry suppliers, manufacturers and associations with coating contractors to ensure the continued success of the contractor as well as the continued growth of this innovative and sustainable construction solution. Learn more at www.coatingscoffeeshop.com.

MCS Influencer Holly Gotfredson says a strong network and adaptation are key to professional success every year.

MetalCoffeeShop™ is honored to be a space for our industry experts to share their expertise and insights. Through our MCS Influencer Group, we ask a diverse group from all different areas of the contracting business to bring their persepective to our larger community. Each month, we query these influencers with a prompt or question relevant to where the industry is in that month. Since it's January, we asked our influencers what strategies worked to help them stay competitive, while still profitable, last year that they plan to carry over into 2024? One of our influencers, Holly Gotfredson from American Metalcraft Inc. and Finishing Dynamics has the following to say:

"I’ve made it a point over the last several years to spend time observing, listening to and learning from my professional network. With the ever changing markets, uncertainty through COVID, supply chain shortage and now an election year, solid information from trusted sources is critical. If nothing else, the pandemic reinforced the idea that being adaptable is the key to succeeding in any climate. When we adapt to our customers needs, overcome challenges with new solutions and incorporate new technology into processes in order to become more efficient, everyone wins. I think it’s natural to be apprehensive of the unfamiliar – that first step into the unknown can feel daunting; however, calculating risk through critical thinking, knowledge gathering and what’s required for that change, makes it much less scary and a lot more exciting. To me, continuing to foster and nurture relationships with the design community, customers and other professional connections in an authentic way is the foundation for success."

Holly Gotfredson is the president and owner of American Metalcraft and Finishing Dynamics. See her full bio here.

About American Metalcraft Inc. and Finishing Dynamics

American Metalcraft Inc.®, a WBE certified manufacturer, was founded in 1986 and is known as a leader in the architectural metal manufacturing world. Product lines include rainscreens and wet seal wall systems, perforated panels, ornamental metal, custom sunshades, column covers, decorative exterior elements and more.

Since 2004, Finishing Dynamics has been a leading manufacturer of metal coatings, with a dedicated finishing and fabrication facility designed to create their innovative fluoropolymer paint system. The company is dedicated to providing their customers with cutting-edge products designed and tested to meet the latest technological advancements. Finishing Dynamics provides limitless color options and possibilities paired with the strength and durability of Kynar-500® resin-based coatings. 

MCS Influencer Holly Gotfredson says that offering benefits and creating a positive work culture is key to retaining good employees.

Attracting and retaining employees has always been an important part of running a successful company, but now during a labor shortage it is absolutely critical!

I think understanding what’s important to your potential new hires and current team members in terms of benefits and work environment is key. Surveying your team and choosing benefits from their list of priorities allows a company to structure a package that is truly beneficial. For example, having good healthcare is a top priority of our team. With that in mind, our companies offer free healthcare to our employees and have done so since opening our doors. This isn’t the cheapest type of healthcare, but rather coverage that offers the lowest deductible and out of pocket expenses for our team members.  

I’m happy to report we’re adding more benefits next year based on the feedback we’ve received this year from job seekers as well as our current team.

Presenting a new team member with a written handbook at the time of hire, clearly spells out the goals of the company, what’s expected of them and what type of environment and policies are in that workspace. This helps cut down on the potential for confusion, conflict and unmet expectations later on. It’s beneficial to everyone if the handbook is reviewed for changes and edits at least once a year to keep it current.

Systems and processes that are written clearly and implemented for a variety of situations such as goal achievement, conflict resolution, disciplinary actions and paid time off requests (just to name a few) foster an environment of equity and help to eliminate bias decision making. The best way to start systems and processes in team management is by creating a handbook.

Fostering a sense of belonging and psychological safety within company culture also allows team members an environment where they feel comfortable expressing themselves. When team members feel like they have a voice, innovation and new ideas are freely shared without the fear of being harshly criticized or judged. Team members will want to stay and thrive when these elements are present.