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.  Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week: Salesforce Marketing Cloud Emma   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   Resources  Get the new State of Marketing report for free from Salesforce here. Find out more about the community at SocialMedia.org with a special form for Social Pros listeners here. Learn how Emma can help you improve your email marketing campaigns Get your hands on Salesforce’s FREE e-book, 50 Social Media Best Practices Find out more about Ricoma Embroidery Machines Watch The Apparel Academy video series on YouTube   Visit SocialPros.com  for more insights from your favorite social media marketers.