[appleiigs]

We've spent $2300, reached 140,000 people (according to FB). 11,000 of those visited our website. We also have 7300 likes on our Facebook page which we post to every few days.

$2,300 on marketing is peanuts, so we believe is worth it to be able to directly contact 7,300 people who expressed interest in our business. These people are also liking and sharing our posts.

[mdrzn]

You have 7300 likes on the Facebook page, you can't directly contact those 7300 people. There's a huge difference.

[appleiigs]

Can you explain the difference for me? When we post, it shows up in their FB feed.

[r3bl]

Not to everyone. Neither do all of the pages that you've liked over the years show up in your news feed.

Basically, the procedure is the following:

    post is shown to a small minority
    while a proportion of the people seeing it engages with your content:
        show the content to more people

So, if the initial... let's say 200 people that see the post on your Facebook page are not engaging with it, the content wouldn't be spread further among people who liked your page. If they engage with it, the content will be spread further.

That small minority decides the future of your post. If you have non-genuine likes that are not interested in your content at all (as in, not engaging with it), but they see the post first, you're gonna have to spend money to promote posts.

[mdrzn]

This. Also, under each post there should be written how many people it has reached.