GS1 México: connecting with the buyer persona through Inbound Marketing

01. The Challenge

The company aimed to strengthen its digital visibility strategy and connect more effectively with its target audience by incorporating real insights from its buyer personas and developing content aligned with their interests and pain points.

02. The Solution 

Cliento designed a tailored strategy for GS1 México focused on the following actions:

Value-driven content based on social listening 

A content strategy was built around what the target audience was discussing on social media, integrating those insights into blog articles and other resources.

Optimization of key content and service pages

Content was aligned to highlight the benefits of GS1’s flagship products, such as the Barcode, Syncfonía+, and Smart Inventory.

Additionally, landing pages for these services were optimized to improve user experience and drive conversions.

    Video marketing

Video assets were created for both experienced users and entrepreneurs, allowing the strategy to reach and engage different audience segments more effectively.

03. The Results

Content best practices enabled GS1 México to achieve strong performance gains throughout 2024.

+80% increase in organic visits

driven by content aligned with buyer persona interests.

+55% total traffic growth vs. 2023

as a result of the combined strategy of content creation and channel optimization.

+49% of leads converted into SQLs

thanks to the high-quality traffic generated through inbound efforts.