People have different ideas about marketing and its purpose. My thinking on this topic is that marketing has two purposes and that those purposes are linked.
First, marketing is all about building awareness. People need to recognize and remember your brand, products, and services when they need them. You want to be top of mind when people are thinking about buying a product or service that you offer. So, your marketing effort needs to build awareness.
Second, convert prospects into customers. This purpose is the more obvious of the two. It is the one most organizations focus on and measure. However, if you miss the mark on the first purpose, expect to miss it on the second purpose.
My point is this. If you market your business, be very intentional around the first purpose. You must focus on measuring your effectiveness in increasing awareness of your business and its products and services.
Are more people visiting your website? Are they staying on your site longer? Are more people engaging with your social media accounts by liking, following, and sharing your content? These are just a few metrics you should measure if you believe that awareness is important.