There is a start up company which is developing new social media marketing tools for advertisers. Their service/tool is fairly new, or at least not known to many people. They are trying to get leads to their website to sign-up to begin a free trial (hoping they will subscribe for the service) but the new tools are not that intuitive yet. The business idea and the new tools are appealing once you learn what it is, but if you don't, it does not spark interests by the potential customers (i.e. leads vs conversion rate is low).
Sometimes, entrepreneurs create a great technology or implement a innovative ideas, but does not clearly translate the innovations to the potential customers. When promoting new business or marketing ideas, the focus is make sure that the customers are educated first. Only pointing out benefits of the product or service itself may not be sufficient to convince or interest the customers. What is important is "how" it happens. Create a benchmark in the industry and make this new concept or tool "your" service, so people can always associate the new ideas to your company. Generate a buzz words that connects to your service or company. When the buzz words or phrase is search, your company shows up. Furthermore, the more customers are educated, the more potential customers get interested in your service and become a customer, and not waste opportunities for leads to become your customer.
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