If you run a retail shop, restaurant, salon, or any local service business, you might wonder if the OBA framework is right for you. The short answer? Yes. Here’s why.
What is the OBA framework?
The OBA framework is a simple way to organize your social media posts so they actually help your business. It stands for:
- Offers – Posts about what you sell.
- Behind-the-Scenes – Posts showing the real people and work behind your business.
- Authority – Posts that show you know your stuff.
This mix keeps your social media interesting, builds trust, and brings in customers—without making things complicated.
Why retail and service businesses benefit most
Local businesses thrive on relationships. People want to buy from someone they know and trust. The OBA framework helps you build those relationships naturally.
For example:
- A bakery posts about their new cinnamon rolls (Offer), shows the baker kneading dough (Behind-the-Scenes), and shares tips for keeping cookies fresh (Authority).
- A plumber shares a discount on water heater checks (Offer), posts a funny clip of a team member in a messy repair job (Behind-the-Scenes), and explains why pipe insulation matters in winter (Authority).
This balance keeps customers engaged and reminds them why they should choose you.
How to start using OBA today
You don’t need a fancy plan. Just follow these steps:
- Pick your platforms. Focus on one or two where your customers spend time—usually Facebook or Instagram for local businesses.
- Plan a simple mix. Try 1 Offer, 2 Behind-the-Scenes, and 1 Authority post per week.
- Keep it real. Use your phone to take quick photos or videos. No need for perfect lighting.
Common worries (and why they don’t matter)
Some business owners hesitate because:
- “I don’t have time.” OBA posts can take just 10 minutes. A quick photo of your team or a customer’s happy reaction counts.
- “I’m not interesting.” People love seeing how things are made or who helps them. Your everyday work is fascinating to customers.
- “I don’t want to sell too much.” The mix prevents this. Only 1 in 4 posts directly sells something.
See it working
A flower shop owner started using OBA last year. She:
- Posted about Valentine’s Day bouquets (Offer).
- Shared videos of her arranging flowers (Behind-the-Scenes).
- Gave advice on keeping roses fresh (Authority).
Her followers grew by 30%, and more people asked for her by name when they visited.
Your business has its own story. The OBA framework just helps you tell it in a way that brings customers closer. Start small, stay consistent, and watch how simple posts make a real difference.
