“What can we do to educate customers with this marketing?”

That might be a better question to ask than: “What can we do to get customers to buy as a result of this marketing?”

Obviously, the reason your small business does marketing is to make sales. But focusing on education rather than sales might be a better way to achieve your goal.

Why? Because if you educate someone for long enough, that person comes to regard you as a trusted authority figure. And when the time comes for them to buy the sort of product or service that your small business sells, they’ll want to buy from a trusted authority figure.