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claude-plugins/marketing/skills/marketing-strategy/references/marketing-mix-orcamento.md
Emanuel Almeida 6b3a6f2698 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

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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

# 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
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