Getting Started with Skyabove
Welcome! This guide will walk you through the onboarding process and help you understand
what to expect when working with Skyabove.
Step 1: Initial Consultation
Your journey begins with a free consultation call where we'll:
- Understand your business model, products, and services
- Identify your target audience and ideal customer profile
- Discuss your current marketing efforts and results
- Define your growth goals and success metrics
- Determine budget and timeline expectations
Duration: 30-45 minutes
Format: Video call (Zoom or Google Meet)
Preparation: Have your current marketing data ready if available
Step 2: Strategy Session
After analyzing your business, we'll present a custom strategy including:
- Recommended service mix based on your goals
- Channel strategy (SEO, paid ads, social media, etc.)
- Content and creative recommendations
- AI implementation opportunities
- Timeline and milestones
- Detailed pricing and investment breakdown
Step 3: Agreement & Account Setup
Once you approve the strategy:
- Sign service agreement
- Complete payment setup
- Provide access to existing accounts (see Account Access)
- Share brand assets (logos, colors, fonts, photos)
- Assign primary point of contact
Step 4: Implementation (Week 1-4)
Week 1
Research & Setup Market research, competitor analysis, account configuration, tracking setup
Week 2
Strategy Refinement Detailed campaign planning, audience targeting, keyword research, content strategy
Week 3
Creative Development Ad creative, landing pages, content creation, website updates
Week 4
Launch & Optimization Campaign activation, initial monitoring, early optimization, first reporting
Step 5: Ongoing Management
After the initial launch, we shift to ongoing optimization:
- Daily: Campaign monitoring and bid adjustments
- Weekly: Performance analysis and tactical optimizations
- Monthly: Comprehensive reporting and strategy reviews
- Quarterly: Strategic planning sessions for next phase
Services Guide
Detailed information about each service we offer and what you can expect.
Marketing Strategy & Campaign Management
What's included:
- Comprehensive marketing strategy development
- Multi-channel campaign planning and execution
- Budget allocation and optimization
- Conversion funnel analysis and optimization
- Regular strategy reviews and adjustments
Deliverables: Strategy documents, campaign calendars, performance reports
AI-Powered Content Creation
What's included:
- Blog posts and articles (using ChatGPT, Claude)
- Social media content and captions
- Ad copy variations and A/B testing
- Email marketing content and sequences
- Custom images (Midjourney, DALL-E)
- Video scripts and storyboards
Volume: 8-12 blog posts/month, 4-5 social posts/day, unlimited ad variations
Website Development & Optimization
What's included:
- Custom website design and development
- Mobile-responsive layouts
- Conversion rate optimization (CRO)
- Page speed optimization
- SEO-friendly structure
- Analytics and tracking setup
Timeline: New sites launch in 2-6 weeks depending on complexity
SEO & Local Search
What's included:
- Keyword research and strategy
- On-page SEO optimization
- Technical SEO audits and fixes
- Local SEO and Google Business Profile optimization
- Link building and authority development
- Content optimization for search
Results timeline: Initial improvements in 60-90 days, significant results in 4-6 months
Paid Advertising (PPC)
Platforms managed:
- Google Ads (Search, Display, Shopping, YouTube)
- Meta Ads (Facebook, Instagram)
- LinkedIn Ads
- Microsoft Advertising (Bing)
- TikTok Ads (upon request)
Services: Campaign setup, audience targeting, creative development, bid management, A/B testing, conversion tracking
Social Media Marketing
What's included:
- Social media strategy and calendar
- Daily content posting (4-5 posts/day across platforms)
- Community management and engagement
- Influencer outreach (when applicable)
- Social advertising integration
- Performance analytics
Email Marketing & Automation
What's included:
- Email marketing strategy
- List building and segmentation
- Automated sequences (welcome, nurture, abandoned cart, etc.)
- Monthly newsletter campaigns
- A/B testing and optimization
- CRM integration
Analytics & Reporting
What's included:
- Google Analytics 4 setup and configuration
- Conversion tracking implementation
- Custom dashboard creation
- Weekly performance summaries
- Monthly comprehensive reports
- Quarterly strategy reviews
Best Practices for Success
Maximize your results with these proven best practices from our 25 years of experience.
Communication Best Practices
- Assign a single point of contact: Reduces confusion and ensures consistent communication
- Respond within 24-48 hours: Quick feedback keeps projects on schedule
- Be specific in feedback: "I don't like it" is less helpful than "The headline should emphasize speed over cost"
- Trust the process: Marketing takes time—avoid making major changes in the first 30 days
Content & Creative Best Practices
- Provide high-quality assets: Professional photos, logos in vector format, brand guidelines
- Share customer insights: Tell us what your customers say, their pain points, objections
- Approve concepts quickly: Delays in approval slow down entire campaigns
- Test multiple variations: Don't settle on one approach—let data decide winners
Campaign Optimization Best Practices
- Allow time for data collection: Most platforms need 7-14 days to optimize
- Focus on business metrics: Clicks and impressions matter less than leads and revenue
- Maintain consistent budgets: Frequent budget changes disrupt AI learning
- Update us on offline conversions: Sales closed, phone calls, in-person visits all matter
Website & Landing Page Best Practices
- Keep forms short: Fewer fields = higher conversion rates
- Clear call-to-action: Visitors should know exactly what to do next
- Mobile-first thinking: 60%+ of traffic is mobile—design for small screens first
- Fast load times: Every second of delay costs conversions
Budget Management Best Practices
- Start with adequate budget: Underfunding campaigns prevents proper testing
- Allocate 70/30: 70% to proven tactics, 30% to testing new approaches
- Measure ROAS, not just cost: Expensive clicks that convert are better than cheap clicks that don't
- Plan for seasonality: Adjust budgets for busy seasons, holidays, industry cycles
Account Access & Permissions
Here's what access we need and how we ensure your accounts remain secure.
Required Account Access
Google Accounts
- Google Ads: Admin access to manage campaigns
- Google Analytics: Editor access for tracking setup
- Google Business Profile: Manager access for local SEO
- Google Search Console: Owner access for SEO monitoring
- Google Tag Manager: Publish access for tracking tags
Meta (Facebook/Instagram)
- Business Manager: Admin access to ad accounts
- Facebook Page: Admin or Editor access
- Instagram Account: Admin access via Business Manager
- Meta Pixel: Access to install and verify tracking
Website & Hosting
- Website Admin: Full admin access (WordPress, Shopify, etc.)
- Domain Registrar: DNS management access
- Hosting Provider: FTP/SFTP or cPanel access if needed
Other Platforms
- LinkedIn: Campaign Manager access for B2B ads
- Email Platform: Admin access (Mailchimp, Constant Contact, etc.)
- CRM: User account or API access (HubSpot, Salesforce, etc.)
Security & Ownership
Important: You always maintain ownership of all accounts. We never:
- Create accounts in our name
- Transfer ownership to ourselves
- Prevent you from accessing your accounts
- Take data with us when service ends
Best Practices for Access
- Use role-based permissions: Grant appropriate access levels (admin, editor, analyst)
- Add our team emails: Add specific team member emails rather than sharing passwords
- Enable 2FA where possible: Use two-factor authentication for added security
- Review access quarterly: Audit who has access to your accounts
- Document everything: Keep a list of all accounts and access granted
Reporting & Analytics
Transparency is core to how we work. Here's how we keep you informed about performance.
Real-Time Dashboards
You have 24/7 access to performance data through:
- Google Analytics: Website traffic, conversions, user behavior
- Ad Platform Dashboards: Campaign performance in Google Ads, Meta, LinkedIn
- Custom Dashboards: Unified view of all channels (Looker Studio, Tableau)
- CRM Reports: Lead tracking and sales pipeline visibility
Weekly Updates
Every week, we provide:
- Performance summary (key metrics vs. goals)
- Notable wins and challenges
- Optimizations made during the week
- Upcoming activities and tests
Format: Email or Slack message with key highlights
Monthly Reports
Comprehensive monthly reports include:
- Executive summary (high-level performance)
- Channel breakdown (SEO, PPC, Social, Email, etc.)
- Goal progress tracking
- ROI and ROAS analysis
- Campaign insights and learnings
- Next month's strategy and priorities
Format: PDF report + video call review (30-45 minutes)
Quarterly Business Reviews
Strategic sessions to:
- Review 90-day performance trends
- Assess goal achievement
- Discuss market changes and competitive landscape
- Plan next quarter's strategy
- Identify new opportunities
- Adjust budget allocation
Format: Video call (60-90 minutes) + strategic planning document
Key Metrics We Track
Traffic Metrics
- Website sessions
- Unique visitors
- Traffic sources
- Bounce rate
- Pages per session
Conversion Metrics
- Lead submissions
- Conversion rate
- Cost per lead
- MQL to SQL ratio
- Sales closed
Revenue Metrics
- ROAS (Return on Ad Spend)
- Customer acquisition cost
- Customer lifetime value
- Revenue attributed to marketing
- ROI by channel
Engagement Metrics
- Email open/click rates
- Social engagement
- Content performance
- Video view rates
- Time on site
Communication Guidelines
Clear communication ensures smooth collaboration and better results.
Primary Communication Channels
- Email: Best for detailed discussions, approvals, document sharing
- Slack/Teams: Quick questions, status updates, urgent matters
- Video Calls: Strategy sessions, monthly reviews, complex discussions
- Project Management: Task tracking, campaign calendars (Asana, Monday, etc.)
Response Time Expectations
- Urgent matters: Within 4 business hours
- Standard requests: Within 24 business hours
- Complex questions: Within 48 business hours
- Reporting requests: Within 48-72 business hours
Meeting Schedule
- Weekly Check-ins: 15-30 minutes (optional, as needed)
- Monthly Strategy Calls: 30-45 minutes (required)
- Quarterly Business Reviews: 60-90 minutes (required)
- Ad-hoc Meetings: Scheduled as needed for specific projects
Escalation Process
If you need immediate attention:
- Contact your account manager directly via phone or Slack
- If unavailable, email with "URGENT" in subject line
- For after-hours emergencies, call our emergency line: (951) 760-0896
AI Tools We Use
We're masters of AI platforms. Here's what we use to accelerate your marketing.
Generative AI Platforms
AI Content Creation
AI Marketing Automation
AI Analytics
Marketing Glossary
Common marketing terms and acronyms explained.
ROAS (Return on Ad Spend) Revenue generated for every dollar spent on advertising. Formula: Revenue ÷ Ad Spend. Example: $10,000 revenue from $2,500 ad spend = 4x ROAS.
CPC (Cost Per Click) Average amount paid each time someone clicks your ad. Lower CPC means more efficient advertising.
CPL (Cost Per Lead) Average cost to acquire one qualified lead. Formula: Total Ad Spend ÷ Number of Leads.
CVR (Conversion Rate) Percentage of visitors who complete desired action. Formula: (Conversions ÷ Visitors) × 100.
CTR (Click-Through Rate) Percentage of people who click your ad after seeing it. Formula: (Clicks ÷ Impressions) × 100.
CAC (Customer Acquisition Cost) Total cost to acquire a new customer, including all marketing and sales expenses.
LTV (Lifetime Value) Total revenue expected from a customer over their entire relationship with your business.
MQL (Marketing Qualified Lead) Lead that has shown interest and meets criteria but hasn't been contacted by sales yet.
SQL (Sales Qualified Lead) Lead that sales team has determined is ready for direct sales conversation.
CRO (Conversion Rate Optimization) Process of improving website/landing page to increase percentage of visitors who convert.
A/B Testing Comparing two versions of something (ad, email, page) to see which performs better.
Retargeting Showing ads to people who previously visited your website or engaged with your content.
Lookalike Audience Targeting people similar to your existing customers based on demographics, interests, and behaviors.
Organic Traffic Website visitors who find you through unpaid search results, not paid ads.
Bounce Rate Percentage of visitors who leave your site after viewing only one page.
Keyword Words or phrases people type into search engines. Used for SEO and PPC targeting.
Landing Page Standalone page designed specifically for marketing campaign with focused conversion goal.
SEM (Search Engine Marketing) Paid advertising on search engines like Google and Bing.
Impression Each time your ad is shown to someone, regardless of whether they click it.
Quality Score Google's rating (1-10) of ad relevance and landing page quality. Higher scores = lower costs.