Get their attention
They love seeing pictures or reviews of what others have done or felt about your products or services. If enough of their peer group recommend, they'll feel more confident to buy.
You need to be seen in the right place, saying the right thing. Social customers buy based on feeling as much as they do fact. You need to write, talk or say something that supports their point of view - or that makes you feel like part of their network. Being connected to things they care for, admire or follow will serve you well.
Being part of their world can be as much about a cause as it could be about a style, an experience or a set of people.
Help them Purchase
Because these customer have a strong need to feel part of a group, it is important that you can be identified as part of a group that they would also like to be connected to. You can do this by bringing attention to your customer base, locality, product range or beliefs - ethical and sustainable for example could be a significant pull to a social buyer.
If they have engaged with you try and include them anyway you can - ask them their opinion - let them feel involved in your business, your process, your product - they want to build relationships so that they feel connected.