Podcast marketing leads to global speaking opportunity

Trichologist Kate Holohan has built awareness of her expertise, company and services  through her podcast, Hair Therapy. So much so, that she has recently returned from speaking at the World Trichology Conference in New York, hosted by the International Association of Trichologists. It’s a sign of the meteoric success achieved by the former hairdresser who retrained during lockdown after realising that hair loss is a growing problem. We caught up with her on her return to the Hair Therapy clinic at Churchill Square Business Centre in Kings Hill to find out how the invitation came about – and how presenting on a global stage is benefitting both her personal and company brands.

How did the invitation to speak in New York come about?

Kate: “Having attended previous conferences in London and Dubai, I was amazed at the variety of information offered, and the education available from experts from all over the world. The organiser, Chelcey Salinger, and some of the attendees had already been guests on my podcast, and knew that podcast marketing was an area that I could offer valuable insight into, so they suggested that I should put forward a presentation for consideration this year. I was honoured to be asked and that they felt that I had something to contribute. Most of the speakers have been in the industry for decades, so to transition from attendee to speaker in just a couple of years was a real compliment.”

How did you prepare for speaking on a world stage?

Kate: “Whilst preparing for my presentation, I was asked to share this information at a networking event hosted by Churchill Square Business Centre. This was great as it gave me an opportunity to give the presentation to a smaller audience and gain feedback, so that I could perfect it and ensure it was the best possible version for my international speaking debut. I was able to gain feedback from the attendees and see what they found most useful and interesting.”

How did your talk go?

Kate: “I gave the presentation to around 150 delegates from 25 countries, all top experts in their field, but I knew that I had experience and knowledge to share that they would benefit from. I am confident in speaking, having been an educator for over 20 years, often running large seminars, presenting and working on stage, as well as having to navigate the perils of online education during lockdown! So I’m used to being thrown in at the deep end, or having to adapt to last-minute changes.

“My main concerns were the language barrier and making sure the audience could understand my accent (I was one of only five attending from the UK!). I was also concerned to make sure I stuck to time – the next presenter was a highly revered doctor, trichologist and hair transplant surgeon, so I didn’t want to keep him waiting or get rushed off stage! But it went well, I finished on time, and people came up to me afterwards wanting to connect and know more. I think I sold them on the benefits of having a podcast as part of your sales and marketing ecosystem.”

“Because of my podcast, I had already connected with, and interviewed, many of the attendees from the New York conference from all over the world, and it was great to meet them in person. It meant I felt right at home presenting to them, and they were extremely supportive and interested in what I had to say.

Did you learn any lessons in New York for future presentations?

Kate: “I was not told how long I would be speaking for, and so had allowed for 45 mins. When I arrived, I found out that I had 30 mins. So next time I will make sure I find this out if I’m not sent the information. We had to submit our presentations two weeks prior to the event, so there was no possibility of last-minute changes or edits.

“Fortunately, I had allowed plenty of time for questions, so I didn’t have to race through my presentation or leave anything out. I was grateful that I had allowed that extra time and not worked to fill every minute.”

What benefits do you think being a global speaker will deliver?

Kate: “One of the reasons that I started my podcast was to spread awareness of the profession of trichology, as it is a real barrier to being able to help people in need. It also positions me as a leading expert in my field, and I believe that being an international keynote speaker does the same. I often deliver talks on how to achieve optimum hair and scalp health but really enjoy delivering on the business side too. It all fits with my ethos of helping and supporting others, and makes my work exciting and enjoyable. Not to mention, I get to travel to nice places and meet some amazingly interesting, like-minded individuals along the way!”

What business benefits do you get from conferences as a regular attendee?

Kate: “Later this month I’m going to The World Congress of Trichology in London, which is hosted by the Institute of Trichologists, who I trained with. There will be different speakers and opportunities there to New York, so I am just attending one day to be able to learn more and build further connections.

“There are several people who I have recently connected with over social media who will be attending in London that I have yet to meet, and I am looking forward to being able to network with them and gain from their expertise. I am always looking for new podcast guests too!”

Kate’s evolution from delegate to speaker in just a couple of years is testimony to the power of establishing yourself as a thought leader in your field.

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