Why do we talk about organic Facebook content for local businesses? After all, no one ever gets any kind of organic traffic anymore on social media. Well, that assertion is not true at all.
Organic reach on Facebook may have been pronounced dead by other marketers, but the actual experience of small businesses running their accounts is different. Their posts are still visible without promotion and they still generate organic traffic from Facebook. The secret is an effective content mix that encourages followers to actively seek for their posts and generate engagement by liking, commenting and sharing.
Is Organic Facebook Content for Local Businesses Worth the Time and Effort?
There is nothing more valuable than your time – if you have money to spare. In this case, you can boost posts, grow your Facebook ad spend and see results in a relatively short time. You can promote your page and see followership grow and that’s absolutely alright – again, if you have cash to spare.
Otherwise, you should save your Facebook ads budget for objectives with a definite ROI (promoting a lead magnet, a sale or remarketing for cart abandonment). When it comes to building a loyal followership, the good old fashioned way is still the best choice: creating engaging organic Facebook content for local businesses.
Helpful Ideas to Create Organic Facebook Content for Local Businesses
Now let us get more specific. Looking over successful posts with a high organic reach, we identified the following trends and content ideas:
1. Organic Facebook Content for Local Businesses that Attracts Qualified Leads
What is the kind of content that attracts qualified leads, i.e. people who are likely to need and buy your products? It is content that talks about a specific problem or issue, not a general purpose one.
For example, when you post a video showing how to select a new flat screen TV, it has a general purpose character. Anyone would watch out of curiosity. However, if the topic of the video is how to care for your flat screen TV in order to maximise its lifespan, things are different. Its viewership will most likely be people who actually plan to buy a TV.
2. Ask a Question about a Local Issue
Questions represent the beginning of a conversation. When it comes to creating organic Facebook content for local businesses, ask questions on topics of interest for audience in your area. Here are a few ideas:
- Ask about their new shopping habits in view of the COVID pandemic;
- Ask about their favourite ways to have fun and interact with friends in a safe manner;
- Ask about their preferred form of delivery for orders (home deliver, curb pickup, etc.).
When you add the name of your area to your question, you have a clear audience in mind and they will be the ones to give answers. After all, someone in Perth is not interested in the shopping habits of people in Melbourne, for instance.
3. Inspirational/Throwback Photos
Photos are powerful communication tools. When it comes to generating organic Facebook content for local businesses, search (and obtain the rights) for photos of your area.
You can share photos of a specific landmark from decades ago (and generate conversation around the changes to that place). Or you can take a more personal approach and post a photo of your shop window on its opening day as compared to its current look. If you have several images from different periods, you can even create a timelapse video to show the evolution of your local business.
4. Behind the Scenes Videos
How do you and your team prepare each day to serve your customers? This is a topic of interest for any potential client. Thus, instead of talking about it, you can show them. Create a short film showing how everyone performs their duties, how you make sure that your store is cleaned, sanitised and made safe for your customers.
Since native videos are among the most engaging types of organic Facebook content for local businesses, you catch two birds with one throw. You will get both exposure and gain the trust of your followers, nurturing them on the path to their first purchase.
A poll plus a topic focused on local issues equal success. There is nothing more engaging for followers in your local area than knowing someone wants their input and cares about their ideas and opinions.
For instance, you can create a poll asking people what else they wish you could do in or around your store to make it safer to visit in this period.
These are just a few ideas to get you started, but we are sure that you can soon think up new topics for organic Facebook content for local businesses. Good luck!