Alright – so today we’ve got the honor of introducing you to Torie Helsel. We think you’ll enjoy our conversation, we’ve shared it below.

Torie, appreciate you joining us today. Let’s kick things off with talking about how you serve the underserved, because in our view this is one of the most important things the small business community does for society – by serving those who the giant corporations ignore, small business helps create a more inclusive and just world for all of us.

Absolutely. My business is rooted in serving people with chronic illnesses, ADHD, autoimmune disorders, anxiety, depression, disabilities, and busy moms who often feel they’re being pulled in every direction. These individuals face constant hurdles that most people don’t see or understand. Their lives are unpredictable due to fluctuating health, energy, and mental capacity. They often feel like burdens, are seen as unreliable, and have their talents and potential overlooked because they can’t always fit into the rigid molds of conventional work and productivity.

This community resonates with me so much, because I am my own ideal client. I’ve been dealing with health issues since I was 15 years old, and it’s pretty much defined my entire life from that point on. I’ve had my fair share of failures and setbacks and for years I felt ashamed for being “different”. I couldn’t manage a 40 hour work week, I often cancelled plans, and just didn’t have the energy to show up like everyone else. It was EXHAUSTING trying to live in a world that wasn’t built for me.

During the pandemic, like many people I lost my job. But, I lost mine because I was a mom with endometriosis, POTS, Hashimoto’s, chronic kidney stones, amongst others. I refused to work more hours than my contract stated, so they let me go because they weren’t busy enough to keep part time staff, even though they did end up doing so. That was my breaking point, and it FINALLY gave me the push I needed to stop trying to fit into someone else’s rules and start creating my own. I started my business on my own terms.

Now, I help people who are walking the same path I’ve walked. My clients are those who feel unheard and unseen by traditional structures like people with fluctuating health, limited energy, and mental health disorders They need flexibility, compassion, and someone who truly understands their unique experiences. I help them develop strategies that honor their energy levels, automate their businesses to save time, and create offers that serve their clients in meaningful, authentic ways. I work closely with service providers who want to serve these clients better but don’t fully understand their challenges. I guide them in building genuine empathy and creating business and social strategies that connect with and support this community.

This work is so personal to me because I know what it feels like to be misunderstood and unsupported. I didn’t have anyone in my life who could truly understand what I was going through, so I found solace in online communities of people like me. Those communities quite literally saved my life, and now, I want to pay it forward by being that same support system for others. I’ve always been someone who takes on the role of support and guidance whether that’s as an empath, a mom, or the eldest daughter. I feel like it’s my purpose to hold space for people who need it, to help them navigate the complexities of life and business, and to make sure they feel seen and heard.

Ultimately, my business is about so much more than just helping clients find business strategies. It’s about creating a safe space for people who are often overlooked. It’s about giving them the tools and encouragement they need to build lives and businesses they love, even when the rest of the world doesn’t understand their struggles. It’s about community, empathy, and helping others feel empowered to live life on their terms.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m a social media strategist, community manager, and business coach, specializing in helping clients who have chronic illnesses, ADHD, anxiety, or are busy moms. Basically, people who live in a world that wasn’t built with them in mind. I’m 35 years old and have spent years growing up alongside social media. After losing my job during the pandemic because of my chronic illness and being a mom, I realized that working for someone else in a rigid environment was never going to work for me. That was the exact moment when I took charge of my future and began building my own business that supports my life, not the other way around.

I found out through Instagram that people would actually pay for the kind of work I was doing for FREE (who knew?) Managing Facebook Groups and talking to people on social media ALL DAY, and it blew my mind. Over the past four years, I’ve worked with hundreds of clients, but the ones who hold a special place in my heart are those who, like me, struggle with chronic health conditions, neurodivergent traits, or the relentless demands of motherhood. These clients often feel unheard or unseen by traditional business strategies, and I help them bridge that gap.

I provide done for you services like engagement and community management, where I help clients create authentic connections with their audience, generate leads, and sign clients. I also manage Facebook groups and memberships, making sure their members are well taken care of and engaged. I save my clients valuable time and energy by taking these tasks off their plates, so they can focus on bigger things. I also offer strategic social media advice, track trends, analyze competitors, and help them implement systems that not only grow their business but also free up their mental bandwidth.

In addition to social media strategy, I work as a chronic illness life and business coach. My coaching is highly personalized, helping clients create businesses that align with their health and energy. We dive deep into systems, delegation, mindset blocks, and even the emotional and mental aspects of running a business while managing life’s complexities. I pride myself on being more than just a coach. I’m a cheerleader, advocate, and trusted confidant. We might work through business strategies one day, and the next, we’re having deep conversations about life, stress, and how to overcome personal challenges. It’s tailored entirely to where they are at that moment.

What sets me apart is how deeply I relate to my clients’ experiences. I’m not just offering empathy. I’ve lived through many of the same struggles. I understand firsthand what it’s like to balance health issues, motherhood, and business. Because of that, my work isn’t about applying cookie cutter solutions. It’s about crafting personalized strategies that help my clients thrive in their own way, in their own time. My clients know that I get it, and that trust makes all the difference.

I’m most proud of the small, incremental shifts I see in my clients. The moments where they tell me they feel lighter, more empowered, and more in control of their life and business. Sometimes it’s a big win like signing a dream client, but often it’s the little victories: they’ve reframed a negative thought, found time for self care, or simply laughed after a tough day. Knowing that I’ve helped them build a life that they love and feel excited to live again, that’s what brings me the most happiness. I’m here to support, uplift, and guide my clients, helping them create success on their terms.

How’d you build such a strong reputation within your market?

I believe the foundation of my reputation comes from being open, honest, and unapologetically myself. For a long time, I struggled with feeling ashamed of my chronic illnesses, ADHD, and anxiety, but once I embraced my true self, I started sharing both the highs and the lows of my journey. This transparency builds trust with my audience because they see that I’m not just showing the polished parts. I share the failures, the tough days, and the realness behind running a business with chronic health challenges. I’ve learned to navigate conversations, build trust, and genuinely connect with people, and my clients know they can count on me to own up to my mistakes, apologize when I’m wrong, and provide great service. Even when I part ways with clients, I still receive referrals, which tells me I’m doing something right.

Results also speak volumes. I’ve helped a web designer book $42,000 in projects in a single month and have worked with startups to grow their followings from 0 to thousands. I’ve landed viral comments, supported social media gurus in managing their communities, and helped businesses like a parenting app acquire new users. My ability to deliver results, paired with the authentic relationships I build, has set me apart and built my reputation.

I’m also in my “embracement era”. I’m leaning into my quirks, my strengths, and my authentic self 100%. I’ve realized that not everyone will connect with me, and that’s okay. I’m not afraid to make the first move to start a conversation, and I use social media strategically to show up where it feels right, rather than trying to be everywhere. I’ve built my business through genuine conversations, networking, and referrals, making sure to follow up and get to know people on a deeper level. This relationship building approach is what has helped me turn potential clients into loyal, long term customers.

Any insights you can share with us about how you built up your social media presence?

When I first started building my audience, I didn’t know a lot about growth strategies, but I knew how to build genuine relationships, and that became my foundation. I focused on connecting with people, having conversations, and being present where it felt authentic. I made the first move by engaging with others’ content thoughtfully, sharing real stories about my life and business, and offering value without expecting anything in return. That approach has been key to my success. It wasn’t about vanity metrics or going viral, it was about showing up consistently and creating real connections.

If you’re just starting out, I recommend focusing on engagement more than content. While content is important, it’s the interactions and relationships you build that will grow your business. Here are some easy, actionable tips:

1. Engage with intention: Take time each day to comment on posts within your niche, but make sure your comments are thoughtful and add to the conversation. Avoid generic comments like “great post!” Instead, ask questions or share your personal insights. This shows you’re genuinely invested.

2. Be consistent in conversations: Don’t be afraid to DM someone or reply to their stories. Start casual conversations and keep them going. Building relationships in DMs is a great way to turn followers into real connections and potential clients.

3. Show up where your audience is, you don’t need to be everywhere. Focus on platforms where your ideal clients hang out, and be active there. Engage in Facebook groups, participate in discussions on Instagram, or join conversations on LinkedIn.

4. Create engaging content: Your content should spark conversations. Ask your audience questions, run polls, and share behind the scenes moments that they can relate to. Content that encourages interaction will help you build stronger relationships.

5. Be patient and focus on quality, not quantity! It’s tempting to focus on follower counts, but I built my business by focusing on building relationships, not just growing numbers. When you connect with people on a real level, they are more likely to become long term clients or refer others to you.

Ultimately, social media success comes down to building trust and connections. Engagement is the backbone of that trust, and it takes time. But if you’re consistent, show up authentically, and nurture your relationships, your audience will grow in a way that feels both natural and sustainable.

Contact Info:

• Instagram: https://www.instagram.com/toriehelsel_/
• Linkedin: https://www.linkedin.com/in/torie-helsel-social

Image Credits

Tula Joy Photography, Studio Mab