Why Facebook Isn’t Enough: A Real Look at Small Business Visibility in Northern New Hampshire

It was a cold Tuesday in February, the kind that makes even the most resilient North Country business owners question their choices. I’d scheduled a check-in with a client at a little café just off Route 302. We were tucked into a corner booth, half-frozen and fully caffeinated, watching snow pile up against the windows.

The client—let’s call him Rick—ran a service business that’s been part of the community for decades. The kind of place where people don’t need a business card to know your name. He’d kept the same number since the ’90s, and most of his work came from word of mouth.

As we settled into conversation, he looked at me and said:

“I don’t really do marketing. I just post on Facebook when I think of it. That’s enough, right?”

I hear this all the time in my business consulting work across Northern New Hampshire. Sometimes it’s said like a confession. Sometimes a defense. Sometimes, like with Rick, it’s just honest uncertainty.

What Happens When Your Online Presence Stops Reflecting Reality

There’s a common belief—especially in small towns—that if people know you, they’ll find you. And for a while, that’s true.

But platforms change. Algorithms shift. And what once brought steady attention starts to dry up.

I’ve worked with small business owners who didn’t realize their Google Business Profile had the wrong hours, a broken link, or a three-star review sitting unanswered for months.

When we looked it up together, one of them said:

“This isn’t who we are.”

That disconnect between who you are in real life and what people see online?

That’s where trust erodes. And where visibility—the kind that actually brings in new business—starts to slip away.

Why Relying on Facebook for Marketing Is a Risky Strategy

I’m not against Facebook. It can still be useful for community updates and event promotion. But it can’t be the only tool in your digital marketing strategy.

Here’s why:

• Organic reach has dropped. Only a small percentage of your followers actually see your posts.

• Group rules have changed. Many no longer allow promotional posts, even from local businesses.

• Your audience isn’t all there. Especially younger customers—many of whom search on Google first.

When I offer business consulting in New Hampshire, one of the first things I look at is how a client shows up outside of social media—on search engines, directories, and their own website.

That’s where trust starts.

What I Told Rick About Building a Strong Online Presence

Instead of pitching him a service, I asked a simple question:

“What story do you want people to hear when they look you up?”

He didn’t hesitate. “That we’re honest. That we take care of people. That we’re still here.”

That’s it. That’s the goal of a real small business visibility strategy.

Not going viral. Not chasing trends. Just showing up in a way that reflects what’s already true.

That might mean:

• Updating your Google listing regularly

• Writing a few blog posts that answer real customer questions

• Making sure your website is current, clean, and trustworthy

• Being intentional with how and where you show up

For Small Businesses in Rural Areas, Visibility Is About Trust

If you’ve been relying on Facebook and it’s starting to feel like shouting into the void—you’re not alone.

What you might be feeling is this:

“I know we’re good at what we do. I just don’t know how to show that online.”

That’s the work I do through Clear View Advantage—not with templates or pressure, but with clarity, systems, and support that fit your reality.

You don’t have to overhaul everything overnight. But you do deserve an online presence that works as hard as you do.

And if you’ve outgrown the way you’ve been doing things? That’s not failure. That’s progress!

A Simple First Step

If something in this post made your shoulders drop or your brain say “yes, this”—here’s one thing you can do today:

Google your business.

That’s it.

Search the name of your business, then add your town, and even your name too. Like this: "Clear View Advantage" "Clear View Advantage Littleton" "Clear View Advantage Amanda McKeen"

Look at what comes up for your business.

Is it accurate?

Is it clear?

Does it reflect the business you’ve worked so hard to build?

If not—good. You’ve just taken the first step toward alignment.

You don’t have to fix everything today. But noticing what’s off is where clarity begins.

And clarity? That’s always worth honoring.

-Amanda