By Philip Allen: e-Business Expert, Studio Director at mwa Digital

In our Insight article titled "Web site Integrity & Reputation", we discussed how the Internet had firmly shifted the power of purchase to the customer.

The Internet has had a major effect in the way people research and what they need to buy. UK online shoppers spent £26.5bn in the first half of 2008 representing an increase of 38% over the same period in 2007 and B2B customers are proven to value the credibility of a suppliers company by the standards of their Web site.

Without exception customers can now find what they want, wherever they want, whenever they want.

Of all of the challenges facing companies who continue to cold call to generate business, "timing" and "reputation" are the greatest issues.

How do you make contact with a prospect when it is the right time for them to buy, and how do you maintain your reputation as a business equal or expert authority without looking like you are desperate for business?

Latest research also highlights a major shift in peoples psyche when it comes to buying products and services; gone are the days when customers come to you for help it seems. Now, it is the customers who can help you with their business.

Customers are now better informed, more capable of distinguishing genuine value, and more likely to break off the sales engagement at the slightest indiscretion, because they are confident of the choice available in the market.

But just as the Internet has been responsible in changing the way people buy products and services, so it offers the chance to exploit the opportunities.

Building relationships with your audience through your Web site rather than cold calling them indiscriminately, can transform your lead generation efficiency and give you a commanding edge over your competitors.

The following table (Fig. 1) demonstrates the challenges facing businesses across both channels, whilst Fig. 2 confirms the opportunities you have to build relationships through your Web site

Fig. 1

*If you would like to know how many prospects were using the Internet to look for information on your products and services last month, just use Google Keyword Tool and type in the relevant keywords.

Fig. 2

**Whilst the volume of prospects depends on the industry, Google keyword analysis across a number of sectors shows that local or regional businesses can tap into several thousand searches every month, whilst national businesses can tap into hundreds of thousands of searches.

It is clear the Internet has a major advantage over traditional methods of lead generation and companies can only fail to benefit if they do not plan methodically or execute their plan in a professional manner.

The following strategies can all be integrated to transform your lead generation and customer conversions:

• Start by deciding how you will measure the success of your project
• Develop a customer profile (motivators, triggers, fears and worries)
• Complete a tone of voice document so your audience will relate to your copy
• Capture your visitors attention the moment they land on your Web site
• Give them obvious reasons to trust your company with their time and money
• Give them something of value for free to strengthen the relationship (expert advice, products samples, free trial etc.)
• Ensure you have a robust method of ongoing communication (a typical customer will require three or four interactions with your company before they buy

Immediate success may be difficult to achieve, but following these guidelines and making the appropriate investment in time and effort can bring you substantial rewards in a very short space of time.

If you would like free help or guidance on any of the subjects raised in this Insight article, please feel free to contact us or call on 0844 544 9553.