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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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.’
“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)
Resources:
What’s your one tip for becoming a social pro?
Don’t wait around, you need to just start! Create all sorts of content and have volume first because then you can narrow down what your audience actually likes. Don’t wait to write the next blog post or record the next video, commit yourself to it on a consistent basis.
If you could do a Skype call with any living person, who would it be?
Elon Musk has always been an inspiration to Henry and he would love to learn from him including some of the struggles he went through with manufacturing, marketing and sales.
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