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Understanding Organic Reach: Facebook’s Dirty Little Secret Can Be Costing You Sales!

Understanding Organic Reach: Facebook’s Dirty Little Secret Can Be Costing You Sales!

For most small business owners, having a Facebook presence is a non-negotiable requirement. Their customers are on Facebook every single day, making it the ideal place for brands to connect. But there’s a big problem: a significant portion of the posts you make to Facebook may never be seen by your customers at all.

Here’s why: money.

Facebook is a business, just like you; they want to be paid for giving you access to their users. For this reason, they manipulate the complex, secret algorithm they use to determine what posts users see in their news feeds to reduce the number of people who see the content you post to your business page. To determine how many people are seeing the content you post to your business Facebook page, you want to go to your Insights tab. There, you’ll be able to see how many people have seen your content (Reach) and engaged with it (Likes, Comments & Shares).

If these numbers aren’t as high as you’d like them to be, Facebook gives you two ways to remedy the problem. You can pay to boost a post, guaranteeing that it will be seen by a certain number of people, or you can choose to buy Facebook advertising. Choosing which strategy will work best for you can be determined on a case by case basis: most businesses that are successful at marketing themselves on Facebook use a combination of promoted posts and display advertising.

What you can’t do, if you want Facebook to be a viable marketing vehicle for you, is to rely upon organic reach alone. It doesn’t matter how great your content is: if nobody sees it, it’s not helping you build your business. Think of it like you were posting billboards – if all your signage is on a dead end street nobody visits, what value are you getting from your investment?

Facebook is a pay-for-play platform. As business owners, we need to acknowledge that reality, create an advertising budget, and use that to increase the number and quality of engagements we’re getting. Need help making this happen? Give us a call. We’ll make sure your advertising gets you the attention you’ve been looking for!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office