Yet another one of those blog posts where I could have Passled so many areas, and commented on so many parts. Thankfully I managed to find one part which summarised my interest in a nutshell.

I'm not sure how I stumbled across the Grow and Convert site, but I definitely recognise the names of the founders, Benji and Devesh now. Why? It all started when I found their posts particularly engaging and interesting, and decided to subscribe. Unlike with other blogs, the email I got as a welcome actually asked me a question. Replying just out of sheer intrigue to see what sort of automated response I would get back, I was completely thrown by the personal responses. They responded to my query and provided advice which was actually useful and relevant.

Now, when an email pops into my inbox from Grow and Convert it always gets read. Because they took the time to build that initial relationship.

Typical blog subscription strategies have always seemed a little problematic to me, taking an email address and then sending the latest posts without much else to differentiate them from the crowd. A subscriber is like a fish caught in a net along with a whole shoal of others. Now if you're like me, that prospect doesn't seem too appealing. I'd much rather my blog subscription meant that I was a member of that blogs community and that my opinion is valued and recognised.

Let's go back to the ultimate goal of a blog. Conversions and customers, right? Everything links back to that, but it doesn't need to be your driving force. What if you took that, turned it on its head and aimed for creating relationships, connections and a community rather than going straight from the sale? Better reputation, more referrals and a more engaged database. I really can't see a downside.

This also seems to pretty much sum up the essence of inbound. Drawing people towards you and having conversations as humans, rather than traditional marketing or sales. It's the relationships which lead to conversions, not the product (in most cases, they could probably get that somewhere else instead!)

Take a look at the blog post below, I'll definitely be working these ideas into our own strategy from now on. What do you think? I'd love to know your opinion -