feat(skills): add marketing skills collection
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# Local SMB Prospecting Reference
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For when the user sells to local small businesses — shops, gyms, restaurants, salons, clinics, professional services, contractors, real estate, fitness studios, dental practices.
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Adapted from and generalized beyond the local-client-prospector pattern (browser-assisted discovery + website status classification + proximity scoring).
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---
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## ICP Signals That Matter (Local SMB branch)
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### Operational signals
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- **Active business** — Google Business Profile updated, recent reviews, recent hours updates
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- **Recent activity** — open right now, regular hours posted, recent photos uploaded by owner
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- **Customer engagement** — owner responding to reviews, posts on social, active calendar (for service businesses)
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### Online presence signals (the core SMB qualification axis)
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The reference local-client-prospector skill uses **website status** as the primary qualification — port this directly. Four classifications:
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| Status | Definition | Typical outcome |
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|--------|-----------|-----------------|
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| **No site found** | No credible standalone website after cross-checked search | **Hot prospect** for web/marketing service |
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| **Social only** | Facebook, Instagram, WhatsApp, Linktree, booking portal, marketplace page only — no standalone site | **Hot prospect** for web/marketing service |
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| **Weak site** | Standalone site exists but outdated, broken, very thin, non-mobile-friendly, or missing clear contact/conversion flow | **Warm prospect** for refresh / rebuild service |
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| **Has site** | Credible, modern standalone site exists | **Low prospect** unless other signals apply (e.g., poor SEO, weak conversion design) |
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### Proximity signals
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- **Distance** from the user's location or service area
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- **Density** — clusters of similar businesses in one area = neighborhood targeting opportunity
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- **Travel time** — useful when in-person discovery, install, or service delivery is required
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### Decay signals
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- Closed permanently (Google Maps banner)
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- Reviews paused or business listing reported as closed
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- Last activity (review, post) >12 months ago
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---
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## Discovery Sources (Local SMB branch)
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### Primary
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- **Google Maps** (browser, manual) — search "category near [location]" and walk the visible results. Cross-check details. Don't bulk-extract.
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- **Yelp** — secondary verification; complementary categories
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- **Bing Local / Apple Maps** — different coverage on smaller businesses
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- **Facebook Pages search** — many SMBs are Facebook-only
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### Cross-verification
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- **Business's own website** (if any)
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- **Industry directories** (e.g., Healthgrades for medical, OpenTable for restaurants, Avvo for legal)
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- **Local Chamber of Commerce listings**
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- **State business registries** for incorporation status
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- **Search results for "[business name] [city]"** to discover non-Maps presence
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---
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## Browser Research Workflow
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1. Open a browser and search Google Maps for the category near `base_location`
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2. Build a candidate list from visible local results, search results, and public directories
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3. For each candidate, inspect public sources to fill required fields
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4. Search the exact business name plus city/town to check whether a standalone website exists
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5. Classify website status per the table above
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6. Mark confidence: High (2+ sources), Medium (1 source + consistent evidence), Low (incomplete/ambiguous)
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When the user explicitly asks for subagents AND subagents are available, split candidates into non-overlapping batches and ask each subagent to verify only website/social/contact status. Don't use subagents for the primary search if it slows progress.
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### Optional: programmatic verification with Firecrawl or Browserbase
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Once you have a candidate's website URL (found via manual Maps/Yelp discovery), you can speed up website-status classification by hitting the URL programmatically:
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- **Firecrawl** for simple "is this site live, modern, mobile-friendly, conversion-flow-equipped" reads — returns clean markdown you can inspect
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- **Browserbase** when the candidate site requires JS rendering, has a cookie consent dialog, or you need session state
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**Strict line**: use these on the individual business's URL. **Don't** point them at Google Maps, Yelp, or any platform whose ToS prohibits bulk extraction — discovery stays manual.
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See [data-sources.md](data-sources.md) for setup details.
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---
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## Qualification Checklist (Local SMB branch)
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- [ ] Business is active (recent reviews or activity in last 6 months)
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- [ ] Category matches user's service offering
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- [ ] Distance / proximity within target radius
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- [ ] Website status classified
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- [ ] Phone or contact channel verified
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- [ ] At least one cross-source confirms business operates at the listed address
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- [ ] Not a duplicate / chain location / out-of-scope category
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- [ ] Not closed permanently
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---
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## Lead Scoring (Local SMB)
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Use this simple rubric (matches local-client-prospector pattern):
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| Score | Criteria |
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|-------|----------|
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| **Hot** | No site found OR social-only + phone present + active business + within target radius |
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| **Warm** | Weak site, poor online presentation, or marketplace/booking-page only |
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| **Cold** | Good website already present OR low confidence |
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| **Skip** | Closed, duplicate, outside radius, irrelevant category, or not a business prospect |
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---
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## Output Columns (Local SMB branch)
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Chat table (≤15 rows):
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```
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| Score | Business | Category | Area | Distance | Website status | Website/Social | Phone | Why it's a prospect | Confidence |
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```
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CSV:
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```csv
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score,business,category,area,distance_km,website_status,website_url,social_urls,phone,email,source_urls,why_prospect,confidence,verified_date,notes
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```
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Rules:
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- Keep "Why it's a prospect" short and actionable
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- Use `Not found` instead of leaving blank fields
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- Include source links sparingly, not all of them
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- After the table, add **Best first outreach targets** with the top 3 leads and one practical reason each
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- If confidence is low, state exactly what remains uncertain
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---
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## Top Outreach Targets Selection (Local SMB)
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Prioritize for the top 3 hot leads:
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1. **No site / social only + phone present** = clearest service opportunity
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2. **High review count** = active, established business with real customers
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3. **Owner-responded reviews** = engaged owner = more likely to evaluate a vendor
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4. **Industry alignment with your service specialty** beats generic category match
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Each top target rationale should be one sentence naming the gap and the signal: "No standalone website (cross-checked); 80+ Google reviews with owner replies; 2 km from target area."
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---
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## Compliance Notes (Local SMB-specific)
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The local branch is the most scraping-sensitive of the three motions. Specifically:
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- **Google Maps Terms of Service** prohibit bulk extraction. Treat browser visits as research, not as data acquisition.
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- **Don't store full Google Maps Place IDs in your CRM** — the ToS limits storage of Maps data.
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- **Public business contact channels only**: published phone, contact form, info@ email. Don't reach individual employees through their personal channels.
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- **Owner/operator name when published on the business's own site** is OK to use. If you only got it from LinkedIn, mark the source.
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---
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## Common Mistakes (Local SMB)
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1. **Bulk-scraping Google Maps** — fastest way to violate ToS and lose the research channel.
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2. **Treating Google Maps data as truth** — listings go stale. Cross-check hours, status, and reviews.
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3. **Skipping the website status cross-check** — finding "no site" on Maps doesn't mean no site exists; do an exact-name web search before classifying.
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4. **Targeting only the largest businesses** — they're already covered by other providers. The 2–5 employee SMBs are the under-served opportunity.
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5. **Generic outreach to all hot leads** — local SMBs respond better to outreach that names their specific gap ("I noticed your menu isn't visible on mobile") than generic pitches.
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6. **Ignoring chains and franchises** as Skip — sometimes the franchisee is the buyer and they have local marketing authority. Verify before skipping.
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