Take a step back from your marketing message and publish quality content for your customers. A relationship requires trust from both parties involved. Establish trust between you and your followers by becoming a resource.
Once you've gained the trust of your followers, credibility follows suit. Your credibility is everything. Use examples, present data, and cite useful content from other sources -- don't be one-sided. If you become a credible source for your customers, they'll share your insightful, useful content with other potential customers, expanding your reach. Establish connections.
We live in world with limited credibility and accountability. Think about it. With the Internet, any individual can create a blog and develop content, feeding it through various search engine. What makes one blog better than another blog is trust, originality, and producing relevant content to your reader base. Perception is everything. Trust the needs of your customers, and they'll trust your content in return.