Your company probably has a healthy contact list of e-tailers, retailers and installers. Use the list as a starting point. It is beneficial to you because your company already has a relationship with clients on the list.
Start a campaign to let clients on the contact list know about your social media presence. For example, add your social media contact info to company e-mail signatures and marketing material.
Give clients reasons why they should connect with your company via social media by addressing their concerns as @gorillapaws mentioned and sharing news, links and items of common interest within the industry.
@gorillapaws made another great suggestion about starting a blog. Make sure your blog subject matter is relevant to current and prospective clients. In your blog posts use keywords that pertain to your industry in order to make it easier for potential clients to “find you” via search engines…etc. Also give them an easy way to opt-in. Place easy-to-use subscription links on your posts, e-mail and marketing material.
Add Twitter to your social media tool set. It is a good two-way communication medium. Your clients’ concerns as well as your suggestions and solutions (in real time) will be on a publicly searchable record—the Internet. This strategy will strengthen your company’s online reputation and credibility over time.
See what others in your industry are doing with social media. Think of ways to improve what they are already doing. Your ingenuity will put your company (and you as the SM Guru) head and shoulders above the rest :)
Remember that your clients are busy, so avoid social media overload. Avoid the temptation to spam clients about your company and its products. You will get tuned out.
Always keep your communication professional. You are your company’s social media ambassador. What you say may damage you or your company’s respective reputation.
And lastly, have fun :) You will improve with experience.