by Devon Coulter | Jun 2, 2025 | Branding, Internet Marketing, Marketing, Strategy
Know someone starting a business?
Here are three essential digital marketing tools every new business needs to build credibility, attract customers, and thrive—fast.
1. A Professional Website:
Your website is your digital storefront—and often your first impression. It should clearly showcase what you do, who you are, and how people can get in touch.
Whether you hire a professional team like ours or use platforms like Squarespace or Wix to build it yourself, the key to success is strong content and high-quality photos. Authentic images of your team, products, or workspace build trust. Clear, engaging copy keeps visitors interested and helps with search engine visibility.
2. Accurate Online Business Listings
Help people find you—online and in real life. Claim and complete your business listings on Google, Bing, Apple Maps, and MapQuest. Make sure your business name, address, phone number, and website match exactly across all platforms, including your website.
Consistency builds credibility and improves your chances of showing up in local search results.
3. A Cohesive Brand Identity
Your brand is more than just a logo—it’s the overall look and feel of your business. Even a simple, clean design can go a long way when applied consistently across your website, social media, listings, signage, brochures, and business cards.
A unified brand presence makes your business look more polished, trustworthy, and established—even if you’re just getting started.
Just getting started? We’d love to help.
If you or someone you know has launched a business within the last year, we’re offering one of these three resources free to help build momentum and boost visibility—no strings attached!
1. Free Website & Brand Audit
We’ll take a look at your current website and branding and provide quick, actionable insights. From mobile responsiveness to visual consistency, we’ll tell you what’s working—and what could be better.
2. Free Google Business Profile Setup or Tune-Up
Don’t miss out on local visibility. We’ll help you claim or optimize your Google Business Profile, making sure your business information is accurate, searchable, and looking great.
3. Free SEO Keyword List + Quick Content Guide
We’ll send you a custom list of keywords tailored to your industry and location, plus a short, easy-to-follow guide to help you write content that ranks. Learn how to write homepage copy, blog posts, or service descriptions that attract the right audience.
Let us know if you or someone you know could use these marketing tools—we’re happy to support local businesses however we can.
Need more than a jumpstart? We offer professional website design, branding, content writing, and digital strategy tailored to your business goals.
by Deanna Rivera | Apr 16, 2025 | Content Creation, Email Marketing, Marketing, Strategy
Easter isn’t the only reason for treats this season. This month, we’ll be sending you three short snippets each week that you, as a business owner, can implement immediately to:
If you ever want help with these things or something else, be sure to reach out.
Week 1: No matter the business, people will go to your website before they hire you or buy your products. Therefore, make sure all the information on your website is accurate. Nothing turns a potential customer away faster than outdated information. Staff information, hours, and contact information are most commonly neglected. As a business owner, keeping this info updated should be a top priority.
Bonus: Make sure your Google, Bing, and Apple Maps listings are also accurate!
Week 2: Video is one of the most powerful tools for building trust and giving users an immediate sense of who you are. And the best part? It doesn’t have to be professionally produced. While we love working with talented videographers, a simple video recorded on your phone can be just as effective. We can take any raw footage and turn it into something engaging and polished.
Take Pastor Tom, for example—he sent us a basic video clip, and we transformed it into a warm, welcoming introduction. He’s even creating a unique video for every page of his website! It’s a fantastic way for new visitors to get a feel for the pastor and what they can expect from the church before they ever walk through the doors.
Week 3: Create a “Start Here” or “New Visitors” Page
Most websites are built with return users or informed customers in mind—but new visitors often feel overwhelmed or unsure where to begin.
A simple “Start Here” page (or button in the top nav) can:
- Quickly explain what you do and who you help
- Direct users to the most relevant services or products
- Introduce your team or process in a friendly, low-pressure way
- Build trust with a human tone
- Think of it as a concierge desk for your website.
Why it works:
- Reduces bounce rate
- Increases time-on-site
- Helps turn curious visitors into qualified leads
Week 1: There are a few opportunities that most businesses miss when marketing their business.
The first is the signature in their email. Make sure it looks good. It does not have to be a fancy design, but it should be nicely branded and similar for each employee—and this is a GREAT space to talk about a current promotion or upcoming event or new product/service.
The second is invoices or receipts. Adding information on something new happening with your business to these mailings or emails you are already sending can elevate your customer’s understanding of your business.
The third is a thank-you note. When someone new does business with you, send them a hand-written note. Bonus if it is designed with your branding! This can be a note card, a postcard, or even an old-fashioned letter.
Week 2: Once you create a video for your website, don’t stop there! That same video can be repurposed in all kinds of valuable ways.
You can share the full version and shorter clips of key points on social media to boost engagement.
Upload it to YouTube and start building playlists—did you know YouTube is the second-largest search engine in the world? (Makes sense, since it’s owned by Google.)
You can also email it to your list to help deepen trust and connection with people who already know you.
Play it at trade shows or events, include it in presentations, and even add a link to your email signature for an easy, professional touch.
A single video can go a long way when used strategically—and as a business owner, leveraging video like this adds serious value.
Week 3: Feature your PROCESS, not just your product.
Most businesses focus all their marketing on the finished product or service—but showing how you do what you do builds trust, transparency, and interest.
Here’s how you can use this:
- Share behind-the-scenes videos or photos on social media
- Highlight your tools, techniques, or materials in blog posts or emails
- Turn your process into a story that customers can connect with (especially if it’s unique, local, sustainable, etc.)
- Use phrases like: “Here’s how we bring your [product/service] to life…”
Why it works:
- Builds credibility and sets you apart from competitors
- Makes customers feel more invested in the end result
- Encourages sharing (people love seeing the “making of”)
Week 1: Did you know that your employees are the most important part of your brand? Most businesses will invest in a logo, a brand guide, signage, business cards, even vehicle wraps—but they will not train their employees on how to live the brand when interacting with customers. This could be as simple as making sure each employee knows the business mission and goals and providing a check list for each customer interaction.
Week 2: Video is also a powerful way to extend your brand. As we talked about last week, your people are the heart of your brand—so let them shine! Invite team members who are willing to step in front of the camera to share their roles, their passion for what they do, and what makes your business special.
These videos don’t have to be long or formal—sometimes the most engaging content is quick, authentic, and full of personality. Let employees highlight their expertise or give a behind-the-scenes look at a part of the business they know best.
Shorter clips from these interviews are perfect for social media, and when your team is wearing branded merch, it reinforces your visual identity too. Bonus points if the video backdrop also includes your logo, space, or product in action!
You could even create a video series—”Meet the Team Mondays” or “Behind the Scenes Fridays”—to build consistency and keep people coming back for more. A smart, approachable move for any business owner.
Week 3: Create “Micro-Brands” Within Your Brand
Instead of making everything feel the same, give special programs, events, services, or product lines their own mini-brand identity — still tied to your main brand, but with a twist.
What this looks like:
- A signature product line with its own logo or name (think Starbucks’ “Reserve” line)
- Naming your newsletter something catchy that fits your brand vibe
- Branded internal initiatives like “Project Spark” or “Customer Hero Awards”
- Themed events, campaigns, or seasonal content with visual variety
Why it works:
- Adds depth and flexibility to your brand without losing cohesion
- Sparks curiosity and engagement (especially for repeat customers)
- Makes your offerings feel more curated and intentional
by Deanna Rivera | Feb 4, 2025 | Marketing, Strategy
At the end of last year, our clients Kelly and Chad Prusz, owners of O’ My Mini Donuts and SweetBay Shave Ice, took an exciting step and moved into their first-ever “brick and mortar” location at 460 Willamette Street (5th & Willamette) in Eugene. Their new space is absolutely charming, nestled in one of the oldest buildings in Eugene, with plenty of nearby parking for convenience. It’s always inspiring to see local businesses grow, and their story is a perfect example of how passion and perseverance can turn dreams into reality.
Now, they can serve their delicious treats in a cozy, warm location with indoor seating—but that’s not all. This move sparked something truly amazing…
SweetBay is lovingly named after their oldest daughter, Bailey (aka “Bay”). Kelly and Chad initially opened their first food truck as a way to provide their kids with an income during high school and college. However, over the past 10 years, what started as a single food truck has grown into something much bigger for their entire family.
During that time, they’ve expanded their business, employing not only their own kids but also the kids of friends—including my son, Levi. But that’s not where the story ends…
At the same time O’My Mini Donuts and SweetBay Shave Ice moved to their new location, Bailey decided to chase one of her long-time dreams. With the support of her family and friends, she opened Daffodil Books & Gifts, a Romantasy bookstore in the space right next to the restaurant.
The world Bailey has created is nothing short of magical. From the moment you step inside, you’re transported to another place. Even if you’re not familiar with or a fan of Romantasy books, the experience at Daffodil Books is something you don’t want to miss. Every detail of the space is thoughtfully designed and truly enchanting.
Don’t just take our word for it—check out this article recently published about Daffodil Books. And keep in mind, this incredible press comes after being open for just three months!
Daffodil Books & Gifts is also home to Chapter and Steam, a charming coffee shop run by Kelly and Chad’s son, Chase, and his long-time girlfriend. Picture yourself sipping a rich hot chocolate, enjoying a mini donut, and diving into a good book, all while surrounded by cozy elegance and seated next to a crackling fireplace. It’s cozy, eclectic, and undeniably inspiring—a one-of-a-kind experience you won’t want to miss.
And there’s even more to discover! This historic building is full of surprises, with a couple of “in-between spaces” that are constantly evolving. One of the latest additions is a mocktail bar. Every visit brings something new, and I can’t wait to see what they dream up next!
Kelly’s motto for O’My Mini Donuts has always been “Enjoy The Little Things.” But we think it’s time to celebrate just how big of a deal this business truly is. Kelly and Chad have built something extraordinary—not only elevating their own lives but also creating opportunities for their children and friends. Their success is a testament to the strength of local businesses and the impact they have on the community.
As a friend and a client, I’ve seen firsthand how much hard work, dedication, and perseverance it has taken to reach this point. I couldn’t be more excited to see it all paying off! And I can’t wait to see what amazing things come next for their family and these incredible local businesses.
by Deanna Rivera | Jan 27, 2025 | Content Creation, Social Media, Strategy
Photos of last year’s brutal ice storm just resurfaced in my phone and Facebook memories, and they have me thinking about something I talk to every client about: social media content ideas are better when they’re personal.
Social media managers, like UplinkSpyder, know that the secret to grabbing attention online lies in the right image or video. It’s the #1 factor in getting people to stop scrolling and engage.
So, which of these graphics would catch your eye? Each one delivers the same message, but one will captivate most people far more than the others.
I created the first image to look polished and professional—it can definitely make an impact. However, because it’s so polished, many people will skim right past it. Or, they may comprehend it but never engage.
The middle image, a personal photo, feels a bit more authentic but still comes across as relatively generic. It has a stock image vibe—slightly more interesting, but not by much.
Then there’s my son, Levi. This photo will catch more attention than the first two and is likely to generate significantly more comments, shares, and likes. It would be even better without the words…because the post itself is what you want them to read and the authentic interesting image can get them to do just that.
When crafting social media content ideas, images and videos are everything. Modern phones make it easy to capture high-quality visuals with minimal effort, and posts that feel less polished or overly commercialized often see far better engagement.
I challenge you to make things easier for yourself (or your social media manager) this year by committing to capturing more photos and videos. Don’t aim for perfection—just focus on being authentic.
Are you a landscaper? Snap photos of the beautiful landscapes you create or even just plants that inspire you.
An esthetician? Film a quick video answering a common question or share a short clip of someone enjoying a relaxing facial.
Running a restaurant? Take so many mouthwatering photos of your dishes that people can practically taste them through their screens.
You get the idea—show your world and let your audience connect with it!
Happy Content Creating!
Deanna
by Deanna Rivera | Jan 13, 2025 | Marketing, Strategy
I love how every day seems to have its own national celebration. While some might initially seem a bit quirky (National Squirrel Appreciation Day, anyone?), each one offers a unique opportunity. Whether you’re brainstorming social media content, looking for ways to show appreciation to clients or employees, or planning events and promotions for your business, these national days, weeks, and months can inspire creativity, help you stand out, and provide unique opportunities for how to market your business.
Today, we’re excited to celebrate National Gluten-Free Day by spotlighting one of our incredible clients: Jazzy Ladies Café & Coffeehouse. Did you know this gem is entirely gluten-free? Most people don’t—because you’d never guess it! The food is phenomenal. I had the pleasure of dining there on New Year’s Eve, and every dish was a masterpiece—especially the dessert.
Celebrate how far gluten-free cuisine has come while supporting a local business that’s truly raising the bar. I HIGHLY recommend the Mochi Pancakes, Chicken & Waffles, or Benedict Latkes. Yum!
by Deanna Rivera | Jun 11, 2018 | Social Media, Strategy
Recently, our CEO, Deanna Rivera, hosted a small 2 hour marketing workshop for mother owned businesses. The focus, after polling attendees about their largest concerns, was primarily on social media tips. The day to day care of social media can be an overwhelming subject for most business owners, particularly those who are “doing it all on their own”.
Summarized below are what we feel were the most important takeaways from that conversation. UplinkSpyder may host more of these workshops in the future, so please let us know if you’re interested in attending.
1. Social Media should be used first and foremost as a branding tool for your organization.
Facebook, Instagram and the like provide a way to give potential and current customers consistent information that help to tell your story. Most people won’t buy from your business page directly and your individual posts are only seen by a small percentage of your total audience, so what you want to think most about is the overall impression your page is leaving. If someone were to scroll through all your posts and photos, what feeling would they be left with? Is that feeling consistent with your brand? A great way to influence that feeling is through strategy (see #4 below).
2. Social Media is also a directory.
When looking for you online, your social media channels will be listed along with your website, so it’s important that when people visit you, the information is current and correct and looks its best (and is consistent with your website, other social channels, business cards, and materials.) Note: It’s also important that when you put your business name in to a Google Search, that you personally visit each and every one of the listings that come up with your information and if possible, control the content listed about you.
3. The most successful companies are those that can effectively engage their audience.
This can be done with welcoming questions and comments and interacting online. One of the best ways to do this is through video. Video can especially help to differentiate you from others in your field as it does something no logo or static post can…adds in personality, warmth, and charm. Video can be used in so many ways and always attracts more attention than any other type of post or information.
4. The most important takeaway is about strategy.
If you are posting each day and not thinking about the bigger picture, you’re not only missing the opportunity to craft the impression you’re giving, you’re wasting time. Plan out a week or month of posts at a time. Sitting down once, instead of once or several times daily, and scheduling or planning posts, saves a lot of time that a busy business owner needs. You’re also less likely to forget something and you’re more likely to hit people during peak hours when your posts will make the biggest impact. If video is part of your strategy, create a month’s worth of video posts at once and schedule in when you’ll go live instead of trying to find moments within the busy week.
We discussed much more than this…differentiation between social channels, how to reuse posts, how best to use ads, and a bit about content marketing. The most important thing to remember when marketing your business is that all of these things are tools. Just like you wouldn’t use a hammer before knowing what you want the project you are making to look like…don’t use social media without goals and a vision of where you’re going and how your goals fit into a bigger strategy. Need help with any or all of that? That’s what we’re here for.
