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Social Pros Podcast

Nov 29, 2019

Henry Ma, the Chief Operating Officer of Ricoma Embroidery Machines, joins the Social Pros Podcast to talk about his company’s incredible content and social program. 

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Full Episode Details

When you’re in a super niche business like embroidery, getting people to even know you exist can be a real challenge. So, how can you leverage social media to gain traction and move leads through your sales funnel?

Henry Ma, the Chief Operating Officer of Ricoma Embroidery Machines, has perfected his content marketing strategy to not only attract attention but to plant the seed in people’s minds that they need embroidery. One way that they do this is by using customer and prospects questions to drive social content and essentially give people what they want.

It’s not just the social media team that gets involved with content creation at Ricoma Embroidery Machines either, it’s everyone from the marketing team to the sales and customer service team. If you’re in a niche business like Henry, his advice is to listen to your customers and prospects. Always have a finger on the pulse of what’s going on with your customers and ‘have ears and eyes everywhere.’


In This Episode:

  • 05:18 – How Ricoma Embroidery Machines helps businesses build brand equity
  • 07:50 – What The Apparel Academy is and how it helps brands launch successful apparel merchandise
  • 13:36 – How Henry and his team use customer questions to drive their social content
  • 15:02 – Finding the balance between category content and branded content
  • 17:49 – Leveraging user-generated content to build a community around your niche
  • 20:17 – How Ricoma Embroidery Machines moved from written-based content to video content
  • 22:57 – Why you should repurpose your pillar content for different platforms
  • 31:34 – How Henry’s business handles reactive customer care




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