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Use Customer Questions to Drive your Social Content Strategy

Posted Under: Social Pros Podcast
Social Pros Podcast logo
Hosted By

Anna Hrach

Convince & Convert

Daniel Lemin

Convince & Convert

Erika Lovegreen

ICUC Social
About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

Thank you to our sponsor ICUC Social.

Apple Podcast Reviews:

The Social Pros podcast has quickly become a favorite in my feed! I'm consistently impressed by the engaging conversations, insightful content, and actionable ideas. I truly learn something every time I listen!

@Arlie K

This is absolutely an awesome listen for anyone in communications or social media!!


This podcast has become one of my staple weekly podcasts for learning about marketing! Love the conversations that they have and it's always enjoyable and educational!


Love the podcast - informative, in depth and spot on for any business size.


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.

Social proof is everything Use Customer Questions to Drive your Social Content Strategy

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

Quotes From This Episode: 

“Having a machine and fulfilling orders doesn’t make you succeed if you don’t have the business to justify it. You need to know how to market and you need to know how to be on social media.” – Henry Ma (@RicomaHQ)
The rule is to really listen. Have a have a finger on the pulse of what's going on with your customers. Click To Tweet
“It’s not that you have to create new content all the time. It’s knowing what to repurpose, and what to put on different channels that’s suitable for that channel’s interaction.” – Henry Ma (@RicomaHQ)

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