Running a local business means wearing many hats, and social media often feels like one more thing on an already full plate. The good news? You don’t need complicated strategies to make an impact. A simple approach—called the OBA framework—can help you post with confidence and connect with customers.
What is the OBA Framework?
OBA stands for Offers, Behind-the-Scenes, and Authority. It’s a way to organize your social media posts so they feel natural, helpful, and engaging—without overthinking it. Here’s how it works:
- Offers: Posts that highlight what you sell or the services you provide.
- Behind-the-Scenes: Posts that show the people and work that make your business special.
- Authority: Posts that share your knowledge and build trust with customers.
By rotating through these three types of posts, you keep your content balanced and interesting.
How to Use OBA for Your Local Business
1. Offers: Show What You Do Best
People follow local businesses because they want to know what’s available. Your Offer posts should make it easy for them to say, “I need that!” Keep these simple:
- Share photos of your most popular products or services.
- Mention any special deals or limited-time discounts.
- Explain how what you offer solves a problem for customers.
Example: A bakery could post, “Fresh cinnamon rolls every Saturday morning—come early before they sell out!”
2. Behind-the-Scenes: Let People Get to Know You
Customers love supporting businesses they feel connected to. Behind-the-Scenes posts help them see the real people behind the brand. Try:
- Introducing your team (even if it’s just you!).
- Sharing a quick video of how a product is made.
- Posting about a day in the life at your business.
Example: A hair salon could share, “Meet Sarah, our color specialist! She’s been with us for five years and loves helping clients find their perfect shade.”
3. Authority: Share Your Expertise
You know more about your industry than your customers do. Authority posts help position you as the go-to person in your field. Keep these helpful, not salesy:
- Answer common questions customers ask.
- Share tips related to what you sell.
- Talk about trends or changes in your industry.
Example: A hardware store could post, “Not sure which paint finish to choose? Here’s a quick guide to gloss, satin, and matte.”
Putting It All Together
You don’t need to post every day to make this work. Start with a simple plan:
- Pick 2-3 days a week to post.
- Rotate between Offer, Behind-the-Scenes, and Authority posts.
- Keep captions short and friendly—like you’re talking to a neighbor.
Over time, you’ll notice what types of posts your audience engages with most. That feedback helps you refine your approach.
Why This Works for Local Businesses
Social media works best when it feels personal. The OBA framework keeps your content varied while staying true to what makes your business unique. Customers get to see what you sell, who you are, and why they can trust you—all without feeling like they’re being sold to.
Most importantly, this method saves you time. Instead of guessing what to post, you have a clear structure to follow.
Give it a try this week. Pick one post from each category and see how your audience responds. You’ve got this!
