# Marketing Mix e Orcamento

## Canais por Funnel Stage

```
AWARENESS (ToFu)
-- SEO / Content Marketing (40% budget)
   - Blog posts (2x/semana)
   - Guias/Ebooks (1x/mes)
   - Videos YouTube (1x/semana)

-- Social Media Organico (20% budget)
   - LinkedIn (5x/semana)
   - Instagram (3x/semana)
   - TikTok (experimental, 2x/semana)

-- Paid Ads - Display/Video (20% budget)
   - Google Display
   - YouTube Ads
   - Meta Ads (Awareness)

CONSIDERATION (MoFu)
-- Email Nurturing (5% budget)
   - Welcome series (5 emails)
   - Educational series
   - Case studies

-- Webinars/Lives (5% budget)
   - 1x/mes tema especifico
   - Recording -> lead magnet

-- Retargeting (10% budget)
   - Google Ads Remarketing
   - Meta Ads Retargeting

CONVERSION (BoFu)
-- Search Ads (High-intent keywords)
-- Landing Pages Optimizadas
-- Sales Enablement (Case studies, demos)
-- Free Trial/Demo (reduzir friccao)

RETENTION e ADVOCACY
-- Customer Success (Onboarding, training)
-- Email Marketing (Updates, tips, upsell)
-- Community (Grupo privado, eventos)
-- Referral Program (Incentivos)
```

## Orcamento por Canal

### Startup (< 5.000 EUR/mes)
```
40% Content/SEO        -> 2.000 EUR
30% Paid Ads           -> 1.500 EUR
20% Social Organico    -> 1.000 EUR
10% Tools              -> 500 EUR
```

### Scale-up (5.000-20.000 EUR/mes)
```
30% Paid Ads           -> 6.000 EUR
25% Content/SEO        -> 5.000 EUR
20% Social/Influencers -> 4.000 EUR
15% Email/Automation   -> 3.000 EUR
10% Tools/Agency       -> 2.000 EUR
```

### Enterprise (> 20.000 EUR/mes)
```
Full mix com especialistas dedicados por canal
Budget flexivel baseado em performance (ROAS > 3x manter/escalar)
```

---

## Growth Hacking Tactics 2026

### Quick Wins (Implementar 1a semana)

1. **Lead Magnet Irresistivel**
   Template/Calculadora/Checklist gratis
   -> Captura email -> Nurturing sequence

2. **Referral Program**
   "Indica amigo, ambos ganham X% desconto"
   -> Viral loop

3. **Content Upgrade**
   CTA in-content: "Descarrega versao PDF completa"
   -> Converte readers em leads

4. **Exit-Intent Popup**
   "Antes de saires... 10% desconto primeira compra"
   -> Recupera 2-5% abandonos

5. **Retargeting Agressivo**
   Visitantes website ultimos 30 dias
   -> Ads personalizados produto visualizado

### Growth Loops (Sustentaveis)

```
Loop 1: Content -> SEO -> Traffic -> Conversao -> Case Study -> Content
[Composto anual: 20-30% crescimento organico]

Loop 2: Customer -> Referral -> New Customer -> Repeat
[CAC reduz 40% com referrals]

Loop 3: User -> UGC (User Generated Content) -> Social Proof -> New User
[Trust aumenta CVR 15-25%]
```

---

## Template Plano Marketing Executivo

```markdown
# Plano Marketing [Empresa] - Q1 2026

## 1. Executive Summary (1 pagina)
- Situacao actual
- Objectivo principal
- Investimento necessario
- ROI esperado

## 2. Analise de Situacao (2-3 paginas)
### Mercado
- Tamanho: XXXM EUR
- Crescimento: X%/ano
- Tendencias: [3 principais]

### Concorrencia
- Player 1: [Posicionamento, forcas/fraquezas]
- Player 2: [...]
- Player 3: [...]

### SWOT
[Matriz 2x2 visual]

## 3. Estrategia (2 paginas)
### Segmentacao
[Segmentos identificados + priorizacao]

### Posicionamento
[Positioning statement + USPs]

### Mensagem Core
[Elevator pitch + mensagens secundarias]

## 4. Objectivos (1 pagina)
### OKRs Q1
[3-4 objectives com key results mensuraveis]

## 5. Tacticas (3-4 paginas)
### Canais Escolhidos
[Canal 1]: Objectivo, accoes, budget, KPIs
[Canal 2]: ...
[Canal 3]: ...

### Calendario Editorial
[Grid mes a mes com tipos conteudo]

## 6. Orcamento (1 pagina)
| Canal | Budget Mensal | % Total |
|-------|---------------|---------|
| SEO/Content | X EUR | 40% |
| Paid Ads | X EUR | 30% |
| Social | X EUR | 20% |
| Tools | X EUR | 10% |
| **TOTAL** | **X EUR** | **100%** |

## 7. Timeline e Milestones (1 pagina)
[Gantt chart trimestral]

## 8. Metricas e Reporting (1 pagina)
- Dashboard link
- Frequencia reports (semanal/mensal)
- Responsaveis por metrica
```

---

## KPIs por Objectivo

| Objectivo | KPIs | Target | Ferramenta |
|-----------|------|--------|------------|
| **Awareness** | Reach, Impressions, Brand Search | Crescer 20%/trim | Google Analytics, Google Trends |
| **Engagement** | Time on Site, Pages/Session, Social Engagement | ToS > 3min | GA, Social Analytics |
| **Lead Gen** | MQLs, SQLs, Cost per Lead | CPL < 50 EUR | CRM (HubSpot, Pipedrive) |
| **Conversion** | CVR, CAC, Revenue | CVR > 3%, CAC < 800 EUR | CRM + Analytics |
| **Retention** | Churn Rate, NPS, LTV | Churn < 5%, NPS > 50 | CRM, Surveys |
