No matter what type of business you run, it’s critical to build a strong rapport with both existing and potential customers. This fosters brand loyalty and helps spread the word about the quality products or services you offer.

This “rapport building” extends to your public relations and marketing activities. The following are five tips on cultivating and maintaining positive relationships with your clients when it comes to the content you provide:

1. Make a lasting first impression. Start every interaction in a positive way. Make sure your website, blog content and social media posts are all positive and accurate reflections of your business. Work with a professional copywriting service if you need assistance developing this content.

Today, your first impression likely is not face-to-face. Make sure that even your email messages are written well, including sound grammar and spelling.

2. Be genuine. Let your clients know how important they are in a very genuine way. Get to know them on a personal level so that you can offer them the information and insights they need through your content. It’s amazing what you can learn about someone simply by asking questions or doing some online research.

People will like to work with you when you are friendly and down-to-earth and talk to them on their level. Don’t talk to them like you are trying to sell them something — provide good information and speak to them as a friend.

3. Follow through. If you make a promise, be sure to follow through. This is the number one way to earn someone’s trust. If you promise a measurable outcome, make sure that you achieve it. Developing helpful content provides additional assistance that clients might not be expecting, but will certainly appreciate.

4. Follow up. Keep your customers and clients in the know. A weekly or biweekly follow up on progress is not only a kind gesture, it also shows your client that you are actively working toward the goals you set and that they are important to you.

5. Connect on all levels. Connect with your clients and potential clients on LinkedIn, Twitter and other social media platforms to continue to cultivate your relationship. This can be an effective and less formal way to learn more about your customers’ needs and how you can work to meet those needs. Remember, online marketing is just as much about listening as it is getting your messages to your target audience.