Sustainable Brand Visibility That Works with Michelle Thames

What if not posting daily is actually the smartest brand visibility strategy?
If social media feels like a full-time job with no return—or you’re tired of posting into the void—this episode will change your mind.

I’m joined by Michelle Thames, a visibility strategist, award-winning podcaster, and powerhouse CEO who has spent 16+ years helping women entrepreneurs build sustainable visibility and consistent income. Michelle knows firsthand that social media doesn’t have to drain you. Instead, it can be a powerful tool to connect, convert, and grow—when you approach it with clarity and authenticity.

Inside this conversation, Michelle and I dive into:

• ✅ What’s in and out for brand visibility in 2025
• ✅ How to choose visibility platforms that align with your energy (not drain it)
• ✅ Why brand authenticity matters more than ever in a “trust recession”
• ✅ How to repurpose one core piece of content into a full visibility system
• ✅ Practical ways to create sustainable marketing that doesn’t burn you out

Whether you’re a coach, consultant, or service provider, this episode will help you rethink how you show up online and off—and give you tools to build visibility that actually works for you.

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https://www.megankachigan.com/sustainable-brand-visibility-michelle-thames

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Transcript

Hey Michelle, I am so glad to finally get you on the show here. I know our worlds have been colliding and crisscrossing and we finally made it happen. So, welcome. I am so excited for our conversation today.
Michelle Thames: Yes, thank you for having me.
Megan Kachigan: Awesome.
Michelle Thames: I am excited to be here.
Megan Kachigan: So, I know we were chatting a lot about visibility, mindset, um, social media. How does this all come together? And I know we get caught up in our heads about social media use and it's like this lovehate relationship. Um, so what do you have to say? What is your what is the mindset that is helpful here about getting visible on social media?
Michelle Thames: Yes. Now, this is a really great question.
  
Michelle Thames: I think in this world, we're in 2025, right? I think we're in a trust a type of trust recession. There are, you know, the spending habits of consumers are definitely different than what it was in 2020. And so I think visibility is important for online course creators, coaches, consultants, business owners because people now crave more connection with people, believe it or not, right? And I think we're moving back to a lot of in-person connection, which is really good because you want to be able to be in person with people. But social media, it's it's a thorn in a lot of people's side. and visibility on social media is one of those things where it's like, "Oh, I'll post next week or oh, I don't have time for that or oh, it's not as important." But social media is actually a tool. And I think as business owners, creatives, and consultants, if we view it as a resource and a tool that's going to help us get in front of more people, maybe we will approach it differently.
  
Michelle Thames: We may not have huge teams to post five times a day and be sending 70,000, you know, inboxes to people. There are ways that you can do your marketing lean and automated that works for you. But visibility, I think, on social media is just very important. And there's many ways to do that. You don't have to show up every day. If Instagram is not the place for you, you don't have to be on Instagram. You can figure out what platform works best with your life, right? Works best with your business. you want to enjoy this, but we have to be realistic in that marketing and social media, it's like the heartbeat of your business. Well, especially marketing. I mean, you could not have social media, but then you'll have to 10 times all the other marketing efforts that you're doing. And social media is free and people can find you at any place and anytime if you're visible.
Megan Kachigan: Yeah. Yeah, that's such a great point. And I feel that back and forth kind of tension, too.
 
Megan Kachigan: And I love that you said like you should enjoy this. Like it shouldn't be this thorn in your side. And it so often is. And yeah, like we were talking before of like you don't have to post every single day if like the people doing that like have huge teams and huge budgets to be able to do that. But that's not necessarily how you start and you don't necessarily need that at every point in business. But I mean, I know when I go to buy something, I'm looking at their social media before I make a purchase. Um, and that is coming from someone who like doesn't necessarily enjoy being on social media all the time, but I know that it is necessary, you know, to to run a business in 2025. And that doesn't necessarily mean showing up on stories every single day or recording everything about my life and and putting it out there. Um, but it is at least having a presence and and like we were saying before, like just being social on social media, like actually talking to people.
  
Megan Kachigan: Um, and making those connections and building those connections has been so important.
Michelle Thames: Yeah, definitely. It's It's the visibility tool. It really is.
Megan Kachigan: Yeah. And social media, like we were saying, it's not the only visibility tool out there. Um, so I don't know if what would you say for visibility in 2025? Is there a thing that's like in or a thing that's out? Like what is working now that you that you've been seeing with yourself or your clients?
Michelle Thames: Yeah, I definitely think that podcasting is definitely a great avenue. Now, it doesn't it it doesn't have to involve a lot of social media, but you still have to share your podcast if you want people to learn about it. And so, but I just think podcasting is a really great way, a marketing tool to help reach new audiences, to help you as a thought leader, as an expert, to build that trust with people, and to also use your podcast as a lead generation tool, right? You can get people from your podcast to become fans.
  
Michelle Thames: I know I have people who listen to every single episode that I post and then they are DMing me because I have special like DM me this word or DM me this people. people who are fans listen to your podcast and they are eager to be a part of your world. They are eager to be a part of what you are doing. And so I think it's a great way to build trust. Um maybe a little bit faster than social media, but still they are going to want to see you on social media. So if you have a podcast, they're going to want to say, "Oh, well, who's the girl who has this podcast?" So it's kind of like we can't even get away from social media because it's kind of tied to a lot of different things. And so I think when you think about all the different platforms, you should think about what works best for you. Maybe it's a Facebook community. Facebook is really still a great platform for visibility. Instagram, you don't have to post five times a day.
  
Michelle Thames: Maybe you post three times a week and leverage your stories and do a weekly live and just build a community there. You can use broadcast channels. I mean, these apps have a lot of different tools, and yes, it does sound like a lot of work because it is in the beginning, but I think as creators and business owners, we should probably learn the marketing first before trying to hand it off to a say a social media manager. I get so many people who say, "Oh, I just want somebody else to do my social media." Well, that's great, but you as the founder, especially if you're a thought leader or expert, say you're a business coach, you would want to know like what happens in these like, okay, well, if I post this video and we're telling them to comment this word, like, how's the lead going to come in? Like, there needs to be some type of system. And just to say, oh, I'm going to give that to somebody else and not necessarily worry about it.
  
Michelle Thames: May not help you with your bottom line. So, yes, there's systems and strategies behind these things. I'm not just posting to social media just blindly saying, "Okay, I was at this dinner and I'm going to post my dinner for today because I mean, yeah, you might do that in your stories like showing the behind the scenes of your day, but me just posting like a plate of my dinner, like I'm not doing that. I'm not I mean, I'm an influencer to a certain extent, right? And so I think there you have to think about the different ways that you can leverage these tools and use them. So Instagram may still work. YouTube is still a great platform. Tik Tok is a great platform to easily get to people. So, I think more of it is really sitting down thinking what platforms work best for me because all of them still work. Webinars still work, but social media is just that tool to be able to connect everything I like to say within your digital ecosystem that you're creating.
  
Megan Kachigan: Yeah. Yeah. And I think the really poignant question you asked there is what platforms work best for me? Because Instagram is not for everybody, but maybe threads is your thing. You know, if maybe it's not Facebook, but LinkedIn could be really great for you. And you don't have to go where you think everyone is hanging out. I've never been on TikTok a day in my life, but like and that's fine, you know. Um, so yeah, it's where do you feel energized and it's not going to drain your energy because if you if your marketing is just like another thing you have to check off the list like people can tell and they don't want to buy from that energy.
Michelle Thames: No. Heat.
Megan Kachigan: Um, yeah. So I think one of the things a lot of people think is like but I don't want to post all day. I don't want to post every day. How do I get steady clients without having to feel like I'm on all the time or constantly creating content?
 
Michelle Thames: Oh, this is good. I think you could take one piece of content and break that up into more content, right? Repurposing. So, think about taking one podcast episode, then breaking that up and making that a real, a YouTube short, an email, a carousel, right? And leveraging that. So, not thinking that you have to create all this content, which will probably take you longer, right? You can use one piece of content that you already have and break it up. I think I have a podcast and it's called social media decoded obviously, right? Because I love social media and my thing is just to help people decode social media in a way that's digestible. Social media and marketing is like this mumbo jumbo. There's funnels and all these things and automations and things that can get confusing. But I think when you just go back to the core of what marketing really is and say, "Okay, I'm here to help people and I want to be able to do that in a way that makes sense."
  
Michelle Thames: So maybe you start with your long form content. It could be YouTube video, a podcast, and then breaking that up into smaller pieces of content and using that same content on the other platforms. Yes, probably switching up the caption because each platform is different. But you can strategically use one piece of content for five platforms instead of trying to make five different pieces of content for all of those platforms. That is what's going to help you save more time. And if you only post three times a week, well, you only need like one long form piece of content, whether that is a YouTube video, it is a Instagram, whatever it is, a blog post, and then you can create smaller pieces of content from there. But you don't have to spend tons of time posting. Now, you do have to engage though because if you don't engage with anyone's content, what makes you think that people are just going to engage with you? I get so many people saying, "Well, the engagement and this and this."
  
Michelle Thames: Well, if you don't engage with anyone on social media, which is to be social, I think your engagement is going to be low because you're not engaging and the platforms actually want you to engage. Now, not saying to take two hours, but at least you don't have I mean, you you have 10 minutes in your day that you could, you know, respond to people, see what's going on, check in on your potential clients and customers. You could be potentially missing them because they're there on social media begging to talk to you, but you're not talking to them. So, that can go down a whole another rabbit hole, but um those are definitely my thoughts on just, you know, not having to post all day.
Megan Kachigan: Yeah, it's something so simple, but I think something that is so easy to miss or to overlook. And I'm a huge fan of what you just said. That's what I am a proponent of, too, is repurposing that content. And I also love starting from long form content because then you've really thought through it.
 
Megan Kachigan: you have put your thought leadership into it and it's just so like it's thoughtful content and not just this fluff and this noise that ChachiBT could spit out there, but something that you've really thought through and and owned um in that long form content first and then taking the best of that and repurposing it into a quote or card or you know that hook for the real or or whatever else it is. um summarize it in the email or just write a teaser to the blog post because I know for me it's like I have a podcast but I really want the SEO both on the podcast platforms and um with the blog that's coming out of the podcast as well. So there are yeah so many good strategies that come from repurposing. We could probably go on, but um okay, another question I wanted to ask is so let's say you have a podcast and you're building that community or maybe your community is just because you show up on Instagram or maybe your community is in a Facebook group or maybe like wherever your community is, you've bu you're building this community.

Megan Kachigan: How do you turn it into a lifetime value engine? like what what really matters to be able to serve that community well and build your business from it.
Michelle Thames: Oh, this is good. I like this lifetime value because people, you want people to keep coming back. And so, I'm going to be honest. I am right here with all of the people listening with you on this to be able to build this, right? Because you want to be strategic about how you're thinking about this. So, say you have someone who bought or came in from a freebie, right? And then they buy your digital product and then they come to all of they come to your events and then they eventually buy into one of your retreats or something like that. I think that that works better, right? When you can keep a customer and keep them coming back and keep them engaged and like have something for the next step. Some people just have like a one-time product. Well, once it's over, it's over.

Michelle Thames: They can't come back. And so lately I have been also consistently building out this system, right, where clients come in, but I want to be able, like you said, to keep my clients consistently, but once they maybe they had the one-on-one call, then what's next, right? Maybe they could come to one of my retreats, which is a higher ticket value, right? or they come to my in-person events, but having a way for somebody to continue to work with you and maybe an affiliate program so that they can share with their people. I've seen oh my gosh so many people recently do this and then don't you get in your head I'm sure you get in your head like I was I'm going to do that. It's on my list and then you see somebody else come out with it. So don't be like me and probably like like yourself, right? You're listening. Do it. just do it because you see other people doing it and you can do it and you can do it your way.

Michelle Thames: But I think again going back to that lifetime customer value having different places and different touch points for each type of customer and somewhere that they could keep learning and growing with you I think will benefit you along in the long run. I think I don't remember who I was just talking to last week, but someone was saying like how they wanted to come back to my retreat, but they, you know, wanted to give somebody else new and opportunity. And I I told them, well, this is great that you told me that because no, I want you to come. I want the retreat to feel exclusive. And if they always see you there, then that means like you're a returning customer and it should help too to also build well your returning customers help to build that trust, right? If people keep seeing the same people come to your events, okay, it must be believable, right? And so just creating systems like that, I'm in that place right there with you. But again, having those different touch points for your customers to go along that journey with you.
 Megan Kachigan: Yeah, I think that's a great thing to be thinking about. So often it's just like we just want to make that next sale, but then we don't have the bigger picture strategy in mind. Um, and lifetime value is such an important thing to think about. And like you were just saying, like it's easier to ret keep and retain customers than it is to get new ones. Um, and if you're doing your job well, which I'm assuming, you know, the people listening are of people of good integrity, do their service really well, probably better than they give themselves credit for. um then yeah that should be a focus and like you said systematize it make it easy so you don't have to think about it it's just a natural part of your process okay so speaking of communities you are
Michelle Thames: Mhm.
Megan Kachigan: hosting an an event called elevate and empower live for your community and inviting people into your community so I am curious why was creating an in-person experience so important to Deal.
Michelle Thames: Yeah, again I think the inerson connection that people are craving that I love events and I actually just love bringing people together.
 My superpower is being a connector. And so this is why I wanted to create an annual event. And so this is the third annual event, Elevated Empowered Live, happening in Chicago. And it's bringing women entrepreneurs together so that we can really hit the ground for 2026, right? You think you got to start prepping for 2026 in like January. No, we're starting to prep for 2026 in November. And so really understanding like how we can monetize our business to the best of our ability, how we can make sure we have the best operations, build community and the marketing and the social media as well. So bringing all of that together to create a visibility ecosystem that works really well for you and your business. And so that's what Elevate and Empower is all about. And it was really important again for me to bring that inerson connection together because again I think that you know after the pandemic and everything we've been so separated and I think coming together and being in the room with other people who get it it's a different type of feeling than just the online feeling.
And so I want to continue to create those spaces for women entrepreneurs and so to be able to network to be able to collaborate. So, it's just not, oh, we're coaching and hot seats and all that. Yeah, we're doing some of that. That's great. But the real benefit of my events is connection and networking with other women who are also doing the same thing that you're doing. We're all on the same playing field. It's not like, you know, you go to the events and you can't talk to the speakers. No, you're coming to my event, you can talk to the speakers. Let's have a conversation. Let's talk about the strategies that we're actually doing and not just giving you a booklet of fluff because you don't want to go home with another booklet of fluff and things that you could have googled on the internet.
Megan Kachigan: Yeah. Oh, I love hearing you say that. I love how hearing your your excitement for it and how amped up you get about it.
 
 

00:40:02

 
Megan Kachigan: And I know I feel the same way having gone to events and it's just like it's always such a breath of fresh air to get in the room, get out from behind the screen, not being in a Zoom room together, which is great, but nothing compares to having those shared experiences with people. And I feel like the most powerful moments come from like sharing ice cream with someone or going out to tacos after the event or it's like those little in between moments that happen at an event that just like there's no space for that in a Zoom room, you know, to actually have a shared experience together that bonds you and then you connect as humans first and then the business collaborations become such a natural like output from that. And so, yeah, so refreshing to be like we're not like throwing business cards at each other.
Michelle Thames: Yeah.
Megan Kachigan: Yeah, we've all been there. No one likes it. Um, good. Okay, I'm so excited for this. And how do you see live events shaping the future of thought leadership?
 
 

00:41:11

 
Michelle Thames: I see live events continuing to be a thing. I mean, they've been a thing for a while and I just think more people are craving inerson connection. For me, honestly, I will be hosting more intimate events. Um, I am all about intimate connections and really curating a room that people can leave with something and not just feel like another number. And so, that is my goal here in Chicago. I will continue to do that. Um, I have something very exciting launching at the event. And so it's it will be extension of the community that I've already built. But that's all I can say because it's still under wraps. But I'm really excited because this is something that I know that is really needed especially in Chicago where I live. I live in the south suburbs of Chicago and there are not a lot of like resources like this. And so I just want to continue to help women continue to help us get visible, make the connections we need so that we can be successful in our businesses from, you know, here on out.
 
 

00:42:10

 
Megan Kachigan: That's so great. And if you could give one piece of advice to women business owners who feel like maybe they're late to the game, doing air quotes there in building their brand or getting visible. What would that piece of advice be?
Michelle Thames: Oh, you're not too late. You are just right on time. You cannot compare your chapter 2 to somebody else's chapter 22. Period. We can't do that.
Megan Kachigan: Yeah.
Michelle Thames: Like, people have been out here hustling and bustling and doing all the things for years and we're just starting. So, put the blinders on and and just go for it. I'm actually in that point of my business again right now. I have the blinders on. I am shifting and pivoting and things are changing, but it's it's scary, but it's also exciting because like I really, you know, you don't know the outcome of some some things. And so, I would say just put the blinders on. If this is what you're really supposed to be doing, you will be successful.
 
 

00:43:07

 
Michelle Thames: Consistency outbeats anything. So just stay consistent.
Megan Kachigan: Yeah, I love that. That's so good. I love to put the blinders on because I think distraction is the biggest source of I don't want to say failure but like why people don't do what they are called to do is the all the distractions and the comparison just pull them in all these different directions and then it's like no wonder you don't have capacity to actually live out your calling.
Michelle Thames: Mhm.
Megan Kachigan: Um okay good. And then our podcast is all about values first marketing. So I am curious what are some of the values that have shaped how you show up in your business and your visility strategy?
Michelle Thames: Oh yes, this is so good. A value of mine is authenticity number one. Okay, I want to be super authentic all the time. I think social media is just that place where you just don't know and there are so many people faking and so I want to continue to be just a light and be authentic in everything that I do.
 
 

00:44:10

 
Michelle Thames: I don't you know if it's rough it's rough and when it's good it's good and so just being authentic. I think that also, you know, with AI because there's so much AI, you you don't really, you know, I think AI is a tool and I think that we can use it in that way, but just being able
Megan Kachigan: Okay. Yeah.
Michelle Thames: to, you know, be still be human is important. Um, I'm all about sustainability in my business. Like, I don't care. I don't want to be viral. I don't want any of that. I actually want a soft CEO life. Like, and it can actually be done. like where you work four hours a day and you check your email and you look and say, "Oh, wow. Look, I made $10,000 today. Not in a week. Today, it could be possible." So, I am working on my pace. I'm not working on anybody else's time clock. And so, this season, I'm ready for rest.
 
 

00:45:04

 
Michelle Thames: And so, I have been resting more. I recently gave up sugar. So, as we're on this episode, I'm on day four. And so, this is like insane. I don't even know if people realize giving up sugar and I'm giving up gluten for 21 days. It is insane. Your body just craves sugar so much. I mean, this is a whole another conversation, but it just craves so much and it's just crazy. So, sustainability. Um, also just, you know, again, going back to transparency, being true about what you do. Um, and I'm all about teaching and not gatekeeping. I don't like to gatekeep things. anything that I know I'm willing to share with my community and everybody because that's how we continue to evolve and grow. And so those are some values that definitely I stick to. Um you know being authentic and truthful is like my number one because it's just the person who I am and I do not like liars. So when I find out you know people lie on social media I'm like but those are some of my values.
 
 

00:46:04

 
Megan Kachigan: I love that. That's so good. I think yeah, all of those are so important and I feel like they are true for you. Like it seems like well duh of course but it seems like a silly thing to say but like you said where so many people are faking it online where so like where AI can you know is coming in and can be used in certain ways and like like you said I agree with you it's a tool it it's a great tool to be used but we still have to be human and um it's so funny I feel like what I connected with you the most just by being connected with you on Instagram is like oh she works out every day too at the gym. She loves to lift heavy, too. Like, it's so great to see another woman like not afraid to like pick up heavy weights. Um, you know, and go after your health goals and your fitness goals and and all those things. So, um, and it's so like that has nothing to do with business.
 
 

00:46:58

 
Megan Kachigan: that has nothing to do with anything that we do professionally, but just to be able to connect with someone on that human level first and be like, "Oh, this is someone I would actually like to have a conversation with on my podcast. This is someone who like I would actually like to have part of my world, part of my network." And going back to you said it at the very beginning of like you should enjoy this, you know, and I think we get so caught up in our ambitions and oh, I'll, you know, I'll do this when, you know, or I'll enjoy it when I reach XYZ. And that's, you know, the shifting goalpost and we never actually get there. So I definitely appreciate your values, authenticity, sustainability, transparency. I see them in action just watching you, you know, live out your business, be social on social. Um, and then my last question for you is we have a lot of women leaders listening to this podcast. So, what conversations do you think we as women leaders need to be having more of in this online space?
 
 

00:48:07

 
Michelle Thames: Oh, this is a good one. Just I think we should be having more conversations about collaborations and how we can help one another because sometimes we have connections that are working in the corporate world and then we have entrepreneurs like how can we bridge that gap and say, "Oh, you know, I know such and such. Let me see if I can get you to come in and do a training. That's how things keep going, right? That's how businesses keep evolving. That's how we continue to help one another. I know that a lot of us still work a 9-to-f5 and, you know, could be a resource to a lot of entrepreneurs. And so I've been really just intentional about networking, building my network and building relationships with people like you said that I actually like that I go to lunch with, you know, people, my friends and my business friends and, you know, talk about how we can help each other and how we can continue to grow every like almost every week. This past month, I've been on a lunch date or on a coffee chat or something because I'm really intentional about that.
 
 

00:49:04

 
Michelle Thames: And so that's what I would say that I think that we need more of is just more building together, less of gatekeeping. We there's so many clients for all of us to win. I mean, look at Amazon. Look at Walmart.
Megan Kachigan: Yeah.
Michelle Thames: They're still going. And then Target, they're still going to all these places. Even if people are boycotting or not going, there are still people that are going and they're still making money. even if they had a pay cut or you know people not whatever and they're all competitors.
Megan Kachigan: Heat.
Michelle Thames: So, I think um just going after it and continually collaborate and connecting people, I think is what we definitely need to see more of.
Megan Kachigan: Yeah, I love that. And I feel like that goes back to the value of authenticity, which I share with you as well. Like you're going to find your people, the people who are best suited for you that you are going to enjoy working with the most and they're going to enjoy working with you the most.
 
 

00:49:56

 
Megan Kachigan: And it's not competition. We don't need to gatekeep. We can build together because we all have unique talents. Like even if there's another copywriter, even if there's another social media manager, even if there's another marketing person, like your clients will be specific and like be drawn to you for a certain reason.
Michelle Thames: Yes, absolutely.
Megan Kachigan: Good. And so I feel like this circles back to go to Elevate and Empower Live in Chicago this November. And practically, that's a very practical step you can take to actually live out some of the advice that Michelle has been giving um on this podcast episode today. And then she also has another gift for our audience, your visibility challenge. Do you want to tell us about that?
Michelle Thames: Yes. Thank you so much. Yes. Come to Elevate Empower Live if you're in Chicago or if not, I have people flying in from Florida, Ohio, all places. All places. But I do have something amazing for the listeners. And so if you love this episode, then you're going to love this visibility challenge.

 
Michelle Thames: And I promise you, I know it says challenge. And you're like, challenge? Let me change that word experience. Okay, this is a visibility experience that's going to come directly to your inbox in your ears for seven days. You can press the little button and it's going to give you about less than 10 minutes of a way that you can get more visible for the next seven days. I guarantee you it's gold and I guarantee you that it will help you. So go ahead and sign up and let me know your thoughts. There are some prompts in there, some homework. So, reach out if you're, you know, you like what you hear and you are implementing the things. It's something that you can actually see results from. I like tangible things, right? And so again, less than 10 minutes a day, you can fit it into your morning workout if you work out like like us.
Megan Kachigan: Perfect. That's a great way to do it. Awesome. Well, I will have that link um in the blog in the show notes so it's easy to click over to.
 
 

00:51:47

 
Megan Kachigan: And thank you so much for sharing your wisdom and your heart with us today.
Michelle Thames: Thank you. Thank you for having me.