My first Substack, let’s go!
About page tips, bed rotting campaign and an interview with Mother Tongue
Hey everyone,
Here we go, my first Substack! I’m bringing you a mix of all your favourite bits from The Marketing Memo for Small Biz: fresh marketing tips, cool campaigns, must-know social updates and a little behind-the-scenes on what I’ve been up to (an award and a trip to Scotland!)
I’m also launching a new section featuring an interview with an incredible small business owner. We’re kicking it off with someone truly special: Melis Erdem, founder of Mother Tongue. She was one of my first clients back in 2019 and we’ve been friends ever since. Scroll down to read her inspiring story about art, culture and creativity!
Thanks for reading and if you know a small biz owner who’d love this, pass it along! 💛
Kim
Fresh marketing stuff
For many brands, the About page is one of the most awkward things to write. It’s difficult to strike the right balance between selling yourself to your customers, without driving them away with cliché sentences. So it’s easy to understand why this page is sometimes neglected – which is a shame because analytics show it’s one of the most frequently visited parts on any site.
Here are some elements you can include in your About page to showcase your brand story. And don’t forget to use your tone of voice. This page shouldn’t be boring!
Describe your journey
State your mission and the values you stand for
Share milestones and wins
Introduce your founder and team, if applicable
Include press mentions
Insert photos or videos
Share a quirky/fun fact
Hot off the press
Are you a starter? (i.e. a small business owner, or someone who’s thinking of starting a new business?) If so, I highly encourage you to subscribe to the For Starters newsletter. Every Friday, you’ll receive a 5-minute briefing packed with all the stuff you need to start and grow the business of your dreams: inspiration, ideas, tips, tools, opportunities and a bunch of other useful resources. Curated and written by the one & only Daniel Giacopelli 💙
Buzzy campaigns
1. Ben & Jerry’s isn’t just about making great ice cream, they’re about using their voice for what matters.
In a recent TikTok video, they say it loud and clear:
“We use our power, our privilege, our platform, and our relationship with our fans to advocate for progressive social change.”
With over 15 million views, they’re taking a stand on issues like ending white supremacy, fighting climate change, and protecting democracy. Ben & Jerry’s doesn’t just share their values, they live them out, using their website and social media to keep the conversation going and inspire real change!
2. KIND is tapping into the latest Gen Z trend with their KINDest Bed Rotting Experience campaign.
They’re not just selling snacks, they’re creating an entire lifestyle around self-care, cosy vibes and of course, their products. The sweepstakes offer the ultimate bed rotting experience: luxurious hotel stays paired with KIND essentials. And let’s talk about their bed rotting essentials kits: cosy hoodies with snack pockets? Smart! It’s a perfect example of blending fun, trending cultural moments with a solid brand message. Talk about a campaign that truly understands its audience!
3. For me, the winner of the Super Bowl ads is Squarespace
This one is for all the cinema lovers! Squarespace’s Super Bowl ad, “A Tale as Old as Websites” is a clever nod to The Banshees of Inisherin, starring Barry Keoghan in a remote Irish village. All small biz owners, wherever they’re based, need a website. So clever to reference this movie!
Kim Does Marketing news
2025 is already starting on a high note (Guess what?)
…I won an award! Consultancy Businesswoman of the Year at the Women in Business Awards 2025! I’m stunned and grateful. It’s such an honour to be recognised for the work I’m passionate about and this achievement has only fueled my drive to support more businesses thrive this year. Here are my thoughts and pics about the award.
I’m heading to Glasgow next week, my first time there & I’m excited! 😄
The Adobe Express Marketing Arcade is coming to Scotland on 19th Feb and you’re all invited! I’ll be there with the Adobe team, doing social media reviews and giving a talk on the power of personal brand and human connection. If you’re a small biz owner, a creative or freelancer in Glasgow, come hang out! You’ll meet the Adobe team & ambassadors, connect with other entrepreneurs and get a fresh headshot. It’s free and fun, don’t miss it!
New features
LinkedIn goes full TikTok mode with new vertical video. Here’s what you need to know.
Remember when Instagram mentioned that Reels longer than 90 seconds don’t perform as well, only to announce a month later that you could post Reels up to 3 minutes long? A bit confusing, right? Well, IG has now clarified that it will be recommending longer Reels just as much as shorter ones in the app. See more here.
Want to crush it on IG in 2025? Making sure your images are the right size is key to keeping your content looking its best. Click here for the latest sizing guide.
For my first interview, I had to start with someone special: my friend and all-around creative force, Melis Erdem, the founder of Mother Tongue. She’s an artist, curator, small business owner and one of the most inspiring people I know.
Why Melis? Well, she was one of my first clients when I launched my consultancy in 2019. We met at The Wing in London (RIP), at one of my first-ever networking events as a fresh marketing consultant. I remember scanning the packed room, feeling a little nervous about who to approach. And then I spotted Melis, dressed in the most vibrant, playful outfit. She had this creative energy that made me want to say hi.
We got talking, and she told me about her love for art, the jewellery and gloves she was making and the incredible platform she was building to celebrate the art and craft of Turkey. I ended up working with her to strategise her launch and we’ve been friends ever since.
So, here we are, years later and I get to interview one of the most inspiring entrepreneurs I know, someone who is telling important stories and uplifting her culture in the most beautiful way. Enjoy! 💛
Hey Melis! Tell us a bit about yourself and Mother Tongue.
I was born and raised in Turkiye. I’m one of those people who are interested in a lot of things, and my life’s journey so far certainly reflects that. I have been a photographer, a leathersmith, a bookbinder (...) a museum curator and educator, and now the founder of Mother Tongue. Society (and my parents!) tells you it’s not a good thing to have so many interests because it somehow makes you unfocused, but how could it be a bad thing to be motivated by curiosity and learning? On the contrary, I’ve found this to be a real advantage – especially when, like me, you’re willing to build the life you want. That brings me to Mother Tongue.
Mother Tongue is the platform where I bring together all of my interests: history, heritage and creativity. It takes objects as a starting point to tell the stories of my homeland Turkiye. If you want the elevator pitch, Mother Tongue is a London-based creative retail platform that brings together one-off pieces from Turkey’s Artists and Makers, in exploration of the land’s creative culture.
Looking ahead to 2025, what are you most excited about for Mother Tongue?
A really exciting opportunity found me in 2024 and following that I am eager to offer my knowledge and experience to more organisations this year. Especially organisations that I align with, who may be looking to curate a collection or an event with art/artists from the region of Turkiye or MENA.
Another thing I want to tackle this year is to carve out the time to spend in my studio, making things! I have to feed this curiosity monster somehow! I set myself the goal of 6 studio projects a year, already done 1! Let’s see if 5 more is realistic alongside a baby and a growing business!
You’re also an artist and curator. Can you share more about your creative journey and some of the exciting projects you’ve been working on recently?
My creative journey is as basic as following my curiosity. I love to work with my hands, I love to make things, and I love things that other people have made.
Objects tell stories we don’t, can’t or won’t, maybe because we don’t have the words or the freedom to talk… they outlive us, and connect us, and this is the cornerstone on which I build all aspects of my career, whether it’s me as an artist or a curator.
For example, William Morris was inspired by objects from the Islamic World, which have immensely shaped his art. Some of these objects are currently on show at the William Morris Gallery, which reached out to me last year for a collaboration. Since November I have been curating capsule collections for sale to accompany this exhibition. This is certainly the most exciting, still ongoing, project I’ve been working on. Make sure to visit before it ends in March!
You’ve run pop-ups and shops over the years. What impact did they have on your business? And what advice would you give to business owners considering this route?
I would say, do it, do it, do it! The popups brought me together with people who find value in what I do. Online is a useful tool, but not at all the same, especially if you’re in the storytelling business like me. The downside of pop-ups is that they’re very labour intensive for such a short time, but the upside is that they give you credibility, they help shape your vision, introduce you to your “target audience”, and if you make some money while doing it that’s even better.
Are there any marketing tools or platforms you swear by?
I do all of my content planning on Airtable. I adore how easy it is visually. You can add so much info on there and it remains not overwhelming to look at! I would highly recommend it. Another very visually pleasing platform is Flodesk, and I use them to create & send Mother Tongue’s newsletters.
Instagram or TikTok?
Neither, can we build a new one?
Blog or YouTube?
Blog with videos!
Paper planner or digital calendar?
Paper.
What’s the last thing you Googled for your business?
“Is Leathersmith a word?” And before that: “Top business savings accounts.”
How would you describe marketing in three words or less?
Anybody out there?
If your business were a song, what would the title be?
Bir Başka Sevgiliyi by Gökçe Kılınçer. Listen here.
💛 Discover Mother Tongue’s website and follow on IG.
Welcome! 🫶🏼
Loved this interview.