Consultancy deliverable. This page is part of Gabriel Lima's academic submission for the course Laboratórios de Scrum e Roadmap para a Transformação Digital (Universidade da Maia, 2025/2026). It documents strategy proposed for LIACC and is not an institutional LIACC service. The main report frames the full context.

Marketing

Audience, respected — turning readers into collaborators

Strategy, newsletter, automated journey and SEO. Three pieces that together convert a curious visitor into a loyal, opted-in reader.

A marketing system that respects researchers

LIACC's audiences are small and specialist. Every touchpoint must earn attention, not demand it. This hub groups the three pieces that together turn a visitor into a long-term reader and, eventually, a collaborator.

Newsletter

One subscribe form, honest preferences, unsubscribe in one click. The top of the lead funnel.

Read the approach →

Lead journey

A seven-email drip sequence triggered on subscription, each message tuned to the topics the reader picked.

See the sequence →

SEO audit

Transparent scorecard of what's implemented and a prioritised list of next moves — including LLM-first search.

Open the audit →

The six-stage funnel

We treat the funnel as an audience-first system: we trade one relevant touchpoint at a time for a small amount of a researcher's attention.

1 · Awareness

Find us

  • Long-form blog posts tuned to contemporary hot words.
  • Open-weight releases on HuggingFace linked back to LIACC.
  • Press releases for milestones (newsroom).
  • Conference talks with a QR-coded landing page.

KPI — unique organic visitors, referring domains, brand-search impressions.

2 · Interest

Stay five minutes

  • Inline CTAs at the end of every blog post.
  • Contextual lead magnets (benchmark list, toolbox post, agentic-AI gate).
  • Light personalisation: the site remembers visited topics.
  • People directory surfaces relevant authors.

KPI — median session depth, scroll-depth, lead-magnet downloads.

3 · Consideration

Commit a little

  • Newsletter subscribe with cadence + category opt-ins.
  • Account sign-up (Google SSO) — saves reading list, authors, topics.
  • Event RSVPs for seminars and workshops.

KPI — email opt-in rate, account creation rate, follow events.

4 · Activation

Come back every week

  • Drip sequence tuned to stated topic preferences.
  • Notifications when a followed author ships a paper or post.
  • Personal “For you” feed in the account area.

KPI — active openers, 30-day logged-in return rate, bookmark depth.

5 · Conversion

Become a collaborator

KPI — qualified enquiries, student applications, partnership MOUs.

6 · Advocacy

Tell others

  • One-click share on every post and publication.
  • Alumni network updates.
  • Case studies of finished industry projects.

KPI — social shares, referral signups, co-authored publications.