Emanuel Almeida
6b3a6f2698
- 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>
145 lines
4.1 KiB
Markdown
145 lines
4.1 KiB
Markdown
---
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name: marketing-strategy
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description: Desenvolvimento de estrategia de marketing para PMEs portuguesas. Cria planos completos com mix de canais e alocacao de orcamento.
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---
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# /marketing-strategy
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Estrategia de marketing digital integrada com frameworks modernos 2026.
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---
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## Contexto NotebookLM
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ANTES de executar, consultar notebooks para contexto especializado:
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| Notebook | ID | Consultar quando |
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|----------|-----|-----------------|
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| Marketing Digital PT | `4c595973` | Sempre |
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| Marketing Digital Avancado | `76647e0f` | Para estrategias complexas |
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```
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mcp__notebooklm__notebook_query({
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notebook_id: "4c595973-ba10-420a-a3bf-e4389e424ad3",
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query: "<adaptar ao contexto do pedido>"
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})
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mcp__notebooklm__notebook_query({
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notebook_id: "76647e0f-3ae2-4c00-a0a8-f457aebf5655",
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query: "<adaptar — ex: growth hacking, funil avancado, diferenciacao competitiva>"
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})
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```
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---
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## Quando Usar
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- Estrategia marketing, plano marketing
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- Growth, go-to-market, GTM
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- Posicionamento, diferenciacao
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- OKRs, KPIs marketing
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- Analise mercado, concorrencia
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---
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## Framework Estrategico (5 Fases)
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### Fase 1: Analise de Situacao (Research)
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Analise completa com:
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- **Analise de Mercado**: TAM/SAM/SOM, tendencias, barreiras entrada
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- **Concorrencia (Porter's 5 Forces)**: Rivalidade, ameacas, poderes negociais
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- **Analise Interna (SWOT)**: Forcas, fraquezas, oportunidades, ameacas
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Detalhes e templates em `references/frameworks-estrategicos.md`.
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### Fase 2: Definicao Estrategica
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#### 2.1 Segmentacao e Targeting
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- Identificar 3-5 segmentos maximo
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- Priorizar por Reach/Revenue/Resources (matriz pontuacao)
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- Definir ICP (Ideal Customer Profile) para segmento prioritario
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#### 2.2 Posicionamento (Framework 4C)
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```
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Para [target audience especifico]
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Que [tem este problema/necessidade]
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O [produto/servico] e [categoria]
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Que [beneficio principal unico]
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Ao contrario de [alternativa/concorrente]
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Nos [diferenciador unico e defensavel]
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```
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Definir 3 USPs (quantificavel, defensavel, relevante) + Elevator Pitch 30s.
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### Fase 3: Objectivos (OKRs Framework)
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Definir 3-4 Objectives com Key Results mensuraveis por trimestre.
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**Metricas North Star:**
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- MRR (Monthly Recurring Revenue)
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- NPS (Net Promoter Score): > 50
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- LTV/CAC: > 3x
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### Fase 4: Marketing Mix Digital
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Canais organizados por funnel stage:
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| Fase | Canais Principais | % Budget |
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|------|-------------------|----------|
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| **Awareness (ToFu)** | SEO/Content, Social Organico, Paid Display | 80% |
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| **Consideration (MoFu)** | Email Nurturing, Webinars, Retargeting | 20% |
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| **Conversion (BoFu)** | Search Ads, Landing Pages, Sales Enablement | (incluso acima) |
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| **Retention** | Customer Success, Email, Community, Referral | (organico) |
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### Fase 5: Execucao e Optimizacao
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**Roadmap Trimestral:**
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- **Mes 1**: Fundacao -- Setup (Pixel, Analytics, CRM), Content pillar #1, Ads inicial
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- **Mes 2**: Teste -- Content pillar #2, A/B test landing pages, Escalar winning ads
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- **Mes 3**: Optimizacao -- Content pillar #3, guest posts, Webinar, Review + planeamento
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**Dashboards:**
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- **Semanal (Operacional)**: MQLs, CAC, traffic, ad spend, top channel
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- **Mensal (Tactico)**: SQLs, customers novos, MRR, churn, LTV/CAC
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- **Trimestral (Estrategico)**: OKRs progress, market share, brand awareness, NPS
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---
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## Ferramentas Recomendadas
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### Pesquisa e Analise
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- Google Trends, SimilarWeb, SparkToro, AnswerThePublic
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### Planning e Colaboracao
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- Notion, Miro, Asana/Monday
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### Analytics e Reporting
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- Google Analytics 4, Mixpanel, Looker Studio
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---
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## References (conteudo detalhado)
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| Ficheiro | Conteudo |
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|----------|----------|
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| `references/frameworks-estrategicos.md` | Templates SWOT, Porter, Segmentacao, ICP, Posicionamento, OKRs |
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| `references/marketing-mix-orcamento.md` | Canais por funil, orcamentos (startup/scale-up/enterprise), growth hacking, template plano executivo, KPIs |
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---
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## Anti-Patterns
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- Estrategia sem dados de mercado reais
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- Segmentacao demasiado generica (todos sao target)
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- Objectivos sem metricas mensuraveis
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- Budget sem priorizacao por canal
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- Ignorar retention e advocacy (so focar aquisicao)
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- Plano sem timeline e responsaveis
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---
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**Versao:** 2.1.0 | **Autor:** Descomplicar
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