This may come as a surprise, but not everyone is as interested in your business as you are… so while you may see social media as an avenue for you to promote your businesses products or services - it’s vital that you also include other content relevant to your followers. In fact, this should make up around 80% of your posts!
Create and curate content they actually WANT. Source interesting, important or insightful things to share. This content is much more likely to be engaged with and shared by others.
Build a rapport with your followers; show them that you understand their needs, desires and fears. By connecting with people on a personal level you build your brand personality and loyalty.
Then when you have something important to say, sell or announce - you will have a captive audience.