feat: refactor 30+ skills to Anthropic progressive disclosure pattern

- All SKILL.md files now <500 lines (avg reduction 69%) - Detailed content extracted to references/ subdirectories - Frontmatter standardised: only name + description (Anthropic standard) - New skills: brand-guidelines, spec-coauthor, report-templates, skill-creator - Design skills: anti-slop guidelines, premium-proposals reference - Removed non-standard frontmatter fields (triggers, version, author, category) Plugins affected: infraestrutura, marketing, dev-tools, crm-ops, gestao, core-tools, negocio, perfex-dev, wordpress, design-media Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>
2026-03-12 15:05:03 +00:00
parent 9404af7ac9
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--- a/marketing/skills/marketing-strategy/references/marketing-mix-orcamento.md
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+# 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 |