Digital Media for Small Business: Earned Media and Trust Signals in AI Search with Larissa Banting

S6:E11 Loralyn Mears, PhD, aka "Dr. LL," brings you thoughtful conversations with entrepreneurs and small business leaders navigating visibility, leadership, and growth. Thank you for being here. Overview There's a subtle moment many business owners miss: when growth doesn't stall because of effort, but because clarity slips. The work still happens, but the signal becomes harder to read. Over time, audiences feel unsure how to describe what you actually do. This episode sits inside a recurring pattern Dr. LL sees across businesses that are active, capable, and quietly misaligned. 👤 Guest Larissa Banting Company: Larissa Banting Publicity Public relations, media visibility, credibility building ⚠️ Core Problems Discussed Pivoting too far away from proven expertise Confusing novelty with strategic growth Losing credibility through scattered offers and messaging 🧠 The Bigger Pattern Dr. LL Sees The invisibility pattern here is Expertise Drift. Across hundreds of conversations, Dr. LL sees capable founders slowly dilute trust by moving away from what audiences already recognize and value. Visibility grows when expertise compounds, not when it constantly resets. 🥡 Practical Takeaways Visibility strengthens through repetition, not reinvention Trust grows faster when your work is easy to name Going deeper often creates more momentum than going wider    ⏱️ Timestamps  00:07:23 Media visibility creates legitimacy 00:14:44 The moment of returning to core expertise 00:18:32 Squirrel brain and scattered focus 00:21:36 Why depth beats breadth 00:27:10 Trust signals in AI-driven search   🔖 Who This Episode Is For  Small business owners who feel stretched thin Consultants and coaches building trust online Solopreneurs who feel unseen or misread  ✅ Subscribe for weekly conversations on entrepreneurship 🔁 Share this episode with someone who needs to be heard Follow STEERus on social media: YouTube: https://www.youtube.com/@Midlifesuccess Instagram: https://instagram.com/steerus Facebook: https://facebook.com/steerus LinkedIn: https://www.linkedin.com/company/steerus TikTok: http://tiktok.com/@steerus  #ai #marketing #entrepreneur #smallbusiness #digitalmedia #trust