Marketing for the right customer

Most wasted marketing money is not spent on bad ads: it is spent talking to the wrong person. This track starts exactly there — finding out who actually buys from you — and only then moves to ads, copy, search and email. Each step assumes the previous one already defined who you are talking to. If you have been selling for years and feel you know your audience by heart, start at step one anyway: the gap between the customer you imagine and the one who shows up at the register is usually where the waste begins.

1. 1

   Ideal Customer Profile

   The step that decides the outcome of all the others: who actually buys from you and what they need to hear to decide. Without this written down, the following steps turn into paid trial and error.

   This module discovers who your business's ideal customer is and designs the personas who buy from you, with Otávio — by text or in a voice conversation. From there, you map each persona's buying journey and generate audience briefs ready for traffic campaigns. This is where the foundation used by the platform's other agents is born.

   How to read the result

   At the top of the Audiences tab, Your real audience counts, from your CRM, how many contacts arrived, how many became customers, the average ticket, where they come from, where they are and what they buy — this is what audience generation uses (cities and services). If your Google Ads account is connected and Traffic Management is in your plan, a notice there also shows the automatic sending of your customer list to Google. The Journey tab consolidates, for each of the four funnel stages, what each persona feels, which channel they go through, the key message and the objection — bringing together what was filled in across every persona into one panel. On the Home tab, when SDRConvert is active, a button sends the sectors/sizes/regions/roles profile over there, showing first what changes (what's added and what's removed).

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2. 2

   Building and caring for your brand

   Before producing any asset, define what your brand says and how it says it. That identity is what makes ads, copy and design look like the same company instead of three different vendors.

   This module builds your brand's identity with Bruno: your edge, personality, way of speaking, colors, fonts and logo. From that identity, the content team starts creating artwork, videos and copy already on brand — and you keep your own photos and videos in a library to serve as reference.

   How to read the result

   In the Home tab you can download a brand manual as a PDF, built from the filled-in fields (empty sections don't show up). The Versions tab keeps a history of every identity change — who changed it (you, Bruno or a restore) and when — and restoring an old version makes it the current one, without losing any history. Franchise locations see the network's identity in read-only mode, with a note explaining who sets the brand, but keep editing their own location details (address, phone, contact email).

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3. 3

   Managing your ads

   With the audience defined and the brand standing, advertising stops being a bet. Here you learn what the platform decides on its own, what stays your decision (budget and schedule) and how to read the cost of every contact that arrives.

   This module runs your ads on Google, Meta (Facebook/Instagram), Microsoft (Bing) and TikTok to bring in customers: it creates and monitors campaigns, adjusts what isn't working and shows how much each incoming contact costs. You set the budget and schedule; the AI team does the rest — and you choose how much it does on its own: automatic, with your approval, or advice only.

   How to read the result

   On the Overview you follow the numbers that matter: in the Overview panel, how much was invested, how many ad contacts arrived, how much each one cost (cost per contact) and how many clicks there were, with spend per day, per campaign and per platform. Approvals holds the changes the AI suggests, waiting for your yes or no; Decisions shows the history of everything already applied, with before and after. Reports brings performance by channel, CPL benchmark compares your cost per contact with other accounts in the same type of business, and Capabilities lists everything traffic management does, separating what is automatic, what goes through approval and what only happens with your go-ahead. Inside each platform (Google, Meta, Microsoft and TikTok), the Panel shows that channel's specific performance; on Google, the Account balance card shows how much is available and how many days of ads that covers, the Competitors tab shows how much of the auction you dominate and the Negatives tab lists the blocked words.

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4. 4

   Copy that sells

   The same audience and the same budget produce very different results depending on the copy. This step shows how to request captions, ad copy and headlines already in your brand's voice — and keep what worked.

   Ask the content team for ready-to-use copy — social captions, ad copy, brand storytelling and microcopy for buttons and screens — always in your brand's voice, and save the best ones in the Library to reuse later.

   How to read the result

   The Library is your archive of ready-to-use texts: filter by type, copy with one click or delete what you no longer use. There's no performance metric here — tracking likes/reach for each post lives in the Analytics tab of the Social media kept up to date module.

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5. 5

   Show up on Google without paying for ads

   Ads stop the moment you stop paying; search content keeps bringing people in afterwards. Here you see how articles go into a review queue — nothing goes live without your approval.

   This module generates and publishes SEO content on your site — blog articles, page SEO and structured data (schema) — written by Mariana. You can also write your own article in the same editor, with Mariana's review, and follow where your site ranks on Google. Nothing is published without your approval: all content enters a review queue before going live.

   How to read the result

   On the Panel, each item shows the language, the status (Pending review, Ready to publish or Ready to apply, Publishing…, Live, Applied, Failed, Discarded or Draft) and, when it isn't an article, the type (Page SEO or Schema) — click an item to open the full review on the Review tab; View on site opens the published page. In Google rankings, each tracked keyword shows the current position, the change and the week-by-week chart; “Outside top 30” means the site did not appear among the first 30 results.

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6. 6

   Your business on Google Maps

   For a business serving a region, showing up on the map is worth more than showing up nationwide. This step takes care of your Google business listing: reviews answered, information correct and updates published.

   This module takes care of your Google Business Profile with Lúcia: she tracks your profile's health, replies to reviews, publishes updates and shows insights on who's finding you on Google. The Prospecting tab (LocalMapsRadar, a feature of the Local Prospecting add-on) also X-rays local business profiles, maps competitors by region and analyzes lists of businesses in batch.

   How to read the result

   The Insights tab shows views on Maps and Search, call clicks, website clicks and direction requests, compared with the previous period. Keywords lists the terms bringing your listing up in Search, by period. Prospecting brings the Profile X-ray of a listing (competitor strength, reviews, photos) with a full PDF or a sales teaser branded with your agency, plus the Competitor heat map by term and city, with the local median, and the progress of the Batch pre-analysis.

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7. 7

   Email Marketing

   Closes the track with the only channel that is truly yours: your contact list. Here you build campaigns and nurture flows for people who already showed interest, without depending on any social network's reach.

   This module runs your email marketing end to end: with Daniela you create campaigns, build nurture flows and write subject lines that get opened. You also manage your contact lists, capture new contacts with forms and popups, build automations that send emails on their own and track each send's results — opens, clicks, bounces, unsubscribes and replies.

   How to read the result

   In Campaigns you see each campaign with its status (Scheduled, Sending, Paused, Cancelled, Completed or Failed), total sent, bounced, opens and clicks, and you can pause, resume or cancel the send. Above 5% bounces, the delivery of your next sends starts to get worse. In Reports, choose under "View" the overall performance of the last 90 days or that of one campaign: sent, unique opens, unique clicks (each with its rate), bounces and unsubscribes, an evolution chart and a table per campaign — automation ones carry the Automation badge. Further down are the Replies to your campaigns, which also enter the CRM. In Automations, each sequence shows its status (Draft, Active or Paused), how many people are in progress and how many finished. Templates holds yours and the AutoAgency ones, to use, duplicate or edit.

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Finishing this track leaves you with a written definition of who you want to attract, campaigns pointing at that person, copy in your brand's voice, presence in the searches of people looking nearby, and an email channel of your own that depends on no platform. The gain does not show up in likes: it shows up in cost per contact going down and lead quality going up. Revisit this track whenever cost per contact starts climbing without explanation — it is almost always a sign the audience definition has aged.