How a Persona-Driven Social Media Campaign Made the New Moz Local Impossible to Ignore

01 — The Challenge

  • Moz Local needed to make a strong impression in the highly competitive SaaS space for local toolsets when launching its new all-in-one platform.

  • Traditional social media promotions weren't capturing audience attention nor driving engagement like they used to.

  • This organic social media campaign had to resonate with three distinct audience segments: small business owners, marketing agencies, and local SEO specialists.

  • The goals of this campaign were to drive product awareness and engagement, showcase the platform’s capabilities, and reinforce Moz Local’s authority.

02 — My Creative Process

What I did:

  • Developed detailed audience personas so I could understand each audience segment’s pain points, goals, and decision-making process.

  • Created a campaign messaging framework, tailoring specific messages for each persona, and ensuring that every post spoke directly to a specific audience segment.

  • Built the campaign around three key phases:

  • Pre-launch content that educated and primed the audience.

  • GTM (go-to-market) content that highlighted the new Moz Local’s features and benefits.

  • Post-launch content designed to reinforce product value and encourage engagement.

  • Created high-performing carousel posts that broke down complex local SEO topics into digestible, engaging slides.

  • Repurposed Moz’s top-performing blog and video content into fresh, social-first formats.

  • Wrote compelling copy that balanced education, storytelling, and product messaging to keep users engaged.

03 — Top-Performing Posts & Why They Worked

LinkedIn Carousel: 

How Links Impact Organic Results & Local Packs

  • Targeted small business owners wondering if link building was worth the effort

  • Simplified a complex SEO topic into actionable insights with clear visuals

  • Addressed a major pain point and positioned Moz Local as a trusted resource

3,773 Impressions | 887 Engagements |  48.86% Engagement Rate

LinkedIn Carousel: 

Handling 4 Types of Negative Brand Publicity

  • Designed for local businesses and digital marketers dealing with reputation management issues

  • Provided a step-by-step guide to handling bad reviews and turning them into opportunities

  • Strengthened Moz Local’s credibility in local business reputation management

2,530 Impressions | 783 Engagements | 30.95% Engagement Rate

LinkedIn Promo Post:

BIG NEWS: Managing Local SEO Can Feel Overwhelming — But Not Anymore!

  • Generated excitement about the Moz Local relaunch

  • Used an engaging, conversational tone

  • Messaging addressed customer paint points

1,726 impressions | 72 Engagements  | 4.17% Engagement Rate

LinkedIn Carousel:

Prepare for Local Client Meetings in 8 Steps

  • Created for local SEO consultants looking to improve client communication

  • Provided a practical checklist to make meetings more productive

  • Positioned Moz Local as an all-in-one solution for SEO agencies working with local businesses

1,464 Impressions | 337 Engagements | 23.02% Engagement Rate

04 — The Results

  • 5.1% average engagement rate, significantly outperforming typical benchmarks (1% for promo campaigns, 2-3% for content campaigns.)

  • 47,648 total impressions across 39 posts.

  • Carousels consistently outperformed static posts, proving the value of interactive, visually driven content.

  • Stronger brand positioning — this campaign increased awareness of Moz Local as the go-to local SEO platform.

47,648

Impressions across 39 posts

887

Engagements on the top-performing post

5.1%

Average engagement rate

04 — Top Takeaways

Persona-driven messaging is critical.

Developing audience personas and tailoring campaign messaging to each segment led to higher engagement and relevance.

  • Problem-solving content wins. Posts that addressed real audience pain points resonated the most and drove meaningful interactions.

  • Carousels outperform static posts. Visually engaging, swipeable content captured more attention and increased user engagement.

  • Educational content builds trust. Repurposing top-performing blog and video content into social-first formats strengthened Moz’s authority and deepened audience trust.

  • A phased content strategy works. Rolling out content in three strategic phases helped maintain momentum, prime audiences, and reinforce the product’s value beyond launch.

This campaign reinforced the power of a well-executed social media strategy — when content is crafted with the right messaging, speaks directly to audience needs, and delivers value, it drives engagement, builds brand trust, and strengthens market positioning.