Showing Up Mid-Shift & Getting Consistent with Your Content

Update: 2025-08-05

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Episode 977: Show Notes

Are you evolving in your business but struggling to show up and bring your audience along for the ride? In this live coaching session, I sit down with Latoya Shanell, CEO and Principal Event Strategist of L’ Shanell + Co., to tackle the visibility challenges that come with shifting from corporate clients to serving small businesses.

Latoya runs an events company producing both small- and large-scale events, primarily for corporate clients. Now, she’s looking to expand her reach and work with more small businesses. In our conversation, we dig into what it really means to show up and how to bring people with you as your business evolves.

I definitely gave Latoya some tough love, but it’s a powerful reminder for anyone who feels stuck when it comes to showing up online. If you want to be more visible but don’t know where to begin, this episode is full of practical ideas to get you moving. I can’t wait to see what you do with them!

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Behind the Scenes: Latoya’s National Event Marketing Company & Where She Wants to Go Next

While managing events is L’ Shanell + Co.’s key offer, Latoya is currently delving into brand, with a focus on small business. While she loves working with corporations and crafting immersive experiences for them, she is eager to reach a new audience she can teach.

Her current clients are finding her through her website, via word of mouth, and through third-party agencies, with a large chunk coming from the third-party sources. She has a lot of balls in the air! The reason she wants to serve a new audience in a new way is all about the growing market and the fact that it is underserved.

Who Latoya Should Really Be Speaking To

People tend not to spend more than 15 to 20% of their income. So, Latoya needs to attract business owners who are making a quarter of a million, ideally on their way to half or three-quarters of a million a year. The people who are interested in doing really outlandish events are making two to three million dollars a year, and the way you need to speak to each of those segments is drastically different!

The question she needs to ask is, "How can I talk to someone who is either in a corporate position or is treating their small business like a growing company?”

How She Can Show Up as The Expert People Need

When you’re talking to someone who has a lack of time versus a lack of money, you approach them differently. You speak to the things they already know that they want, and help them understand that you are the shortcut to that endgame. She’s not necessarily waiting for a perfect pitch deck. If you work with a business that’s of a smaller scale, it’ll have different needs. Your goal is to lead them forward!

Today, you can have literally no website and still get hired on a regular basis, but you have to show your work. The way you do that? Social media! Especially when what you’re selling is visual, it’s all about showing people what you do.

Homework for Latoya (& You!)

I gave Latoya an exercise to do: spend 25 minutes on social, try not to edit yourself, and take note of what makes you spend time on certain posts. Really breaking that down will help inspire you to be less worried about how you look, and to prioritize consistency instead.

You have to be visible, you have to keep showing up, and if you haven’t posted in months, people aren’t looking for you. They’ll just think you fell out of their feed. But if you’re consistent, you keep showing up, then when they need something, you’re there for them.

Talking to Different Audiences About the Same Offer

The key difference lies in where potential clients are dropping off. One strategy is to present the initial call as the first step for all clients. Then, for those interested in full event management, you can apply the cost of that call toward their deposit. That’s going to make Latoya’s life a lot easier.

Attracting people who want full event management, and then downsizing them because they realize they can’t afford it, is going to be easier than coming up with someone who needs less. Those clients are usually more prepared (and less overwhelmed) than someone coming in frazzled.

Building an Online Strategy That Fits In With What You’re Already Doing

You could make it part of your process to collect real-time reviews, especially when hosting in-person events. But don’t underestimate the value of simply showing the behind-the-scenes. That kind of content can carry just as much weight as a glowing testimonial.

When it comes to going live, it’s all about who you’re trying to reach. A short clip from the day of the event will often go further than a live stream in the moment. It really comes down to your goal. If you’re trying to attract clients, showing what you’re doing matters far more than offering your thoughts or commentary.

Why It’s Less About the Platform & All About Where You Spend Your Time

LinkedIn is the place Latoya is going to find the biggest opportunity, even for small businesses. As far as content buckets are concerned, there are options that go beyond behind-the-scenes content at current events and recapping past events, but I would share bite-sized thinking around brand strategy or experience design.

Rather than commenting on what’s happening in your industry, saying, “Here are three brand events I’ve seen in the entrepreneurial space” is going to pull more weight. The last piece? Storytelling. Tell your story again and again and again. Talk about what you’re passionate about, what you want to see more of, and the people who you’re most excited about. Speak to your ideal client and call them in! If it performs very well, you can put that on Instagram too. It’s less about the platform and more about where you spend your time.

How to Reach All Your Audiences

Every offer you put out should be something you’re genuinely excited to deliver. Don’t feel pressured to start (or maintain) an Instagram page just because it already exists—if it’s draining your energy, you’re allowed to walk away. More and more, there’s a shift away from brand-specific pages and toward simply showing up as a real person.

Latoya’s ideal client doesn’t need to be convinced to do a signature event—they already want to, they just don’t have the time. The people who need the most convincing often aren’t the ones who can actually afford her services. And right now, she’s juggling so much that it’s stopping her from showing up online.

My final advice? Trust your intuition! But remember: the more things you pile on, the harder it becomes for any one thing to truly grow.