Marketing strategy & coaching for Australian small business & service-led organisations

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Regional, suburban and small-town businesses have very different needs to those based in big cities or overseas. Generic marketing advice rarely translates and can drive you to being always on, with little return.

I work with local service businesses and community organisations across Australia, who want clearer positioning, stronger customer experience and marketing strategies that drive repeat business, referrals and long-term trust.

I work one-on-one with you, or collaborate with local Councils, business and tourism groups to deliver custom workshops, policy and strategy that builds the region as a whole by strengthening local businesses.

Vibrant main streets drive local pride and essential tourism.

With 30 years’ experience across marketing, employer branding and customer experience strategy, I can focus on how your business or service is actually experienced - not just how it looks on paper.

The results?

👉 Clearer messaging that attracts the right customers.

👉 Smoother customer journeys that increase bookings and repeat business.

👉 Practical strategies your team can implement without overwhelm.

👉 Marketing that fits your business, your place and your audience.

👉 Less stressing and guessing about your marketing.

Strategy that fits your place and purpose. Marketing that works where you live. Let’s make it easier together.

What do you need?
Erika McInerney, marketing expert in Gippsland, Australia, wearing a yellow tshirt that says "kindness will change the world".

 Hi 🫶 I’m Erika

If your marketing or social media often feels reactive or something squeezed in between everything else, you’re not alone.

Many capable people find themselves second-guessing their messaging or relying on tactics that don’t quite reflect the quality of their work. Not because they lack skill or insight, but because there’s no clear strategy holding it all together.

My role is to bring clarity to that.

We work together to develop practical, considered marketing and social media strategy that reflects how your business or organisation actually operates - from your messaging and online presence through to the experience people have once they engage with you.

My work is guided by my Ease Framework™ shaped by decades working closely with businesses, leaders and community organisations.

That means identifying friction points in your marketing and customer journey - the ones that quietly cost trust, momentum and confidence - and addressing them with intention rather than guesswork.

The outcome isn’t louder marketing or more content. It’s clearer communication, stronger decision-making, and better use of the time and energy you’re already investing.

More ease. You’ll hear that word from me a lot.

If you’re ready to move from reactive to deliberate, this is where that shift starts.

Get to know me

Done & Dusted Days are here. Transform your business with a day dedicated to clarity, strategy, and action.

Not a workshop. Not coaching. Done & Dusted Days are 8+ hours of supported, structured action - with prep, a focused 4-hour session, and follow-up to lock it in.

Clear direction. Doable steps. Strategic marketing tasks - done & dusted.

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Marketing Services

Erika McInerney, marketing expert in Gippsland Australia is smiling at her phone, looking relaxed.

Marketing & Customer Experience Strategy

Digital marketing, customer experience and public voice strategies that allow you to create more impact with less time and effort.

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Erika McInerney presenting a social media workshop to a group of five women seated at a table in a bright room with white walls and framed artwork.

Masterclasses, Workshops & Webinars

Build your own or choose from one of our highly recommended marketing and social media workshops.

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Erika McInerney sitting at her desk offering qualified, local and relevant marketing and social media services across Gippsland and Australia.

Training, Systems & Policies

Customised, supportive and effective direction for organisations and individuals.

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 Trusted to deliver strategy and training by organisations across Gippsland and Australia including:

Logo of Latrobe City Council featuring a stylized abstract shape resembling a hillside or landscape, with the text 'LATROBE CITY COUNCIL' next to it in bold purple letters.
Destination Gippsland
Northern Metro Health
Gphn
UNSW Sydney logo with a shield featuring a lion, a red cross with yellow stars, and a Latin motto.
Bendigo Bank logo with stylized 'B' icon in burgundy and coral colors and the bank's name in bold burgundy letters
Cover page of a document titled 'Melbourne Innovation Centre Digital Solutions' by Australian Small Business Advisory Services, part of an Australian government initiative.

Download & Go

All resources, online tools and webinars include the same breadth of knowledge and warm presentation of my face-to-face public workshops - in an affordable and convenient online format.

See all resources

FREE Customer Ease Audit to find the friction in your business

Download Now

Mini Instagram Audit to give your profile the boost it needs.

Book Yours

Head to the blog for long-form tips and up-to-date marketing advice.

Read & Learn

Recent Blog Posts

  • Her creativity, problem solving capabilities and guidance on many aspects of our marketing plans and strategies have been invaluable to our business.

    Our organisation, Destination Gippsland, has worked with Erika on a number of marketing and social media projects in the last 3 or 4 years.

    Her creativity, problem solving capabilities and guidance on many aspects of our marketing plans and strategies have been invaluable to our business.

    I highly recommend Erika as a partner to engage with to kick-start your content and social media plans, no matter what your business type or size.

    Alison via Google

  • Erika is a true social media wizard!

    I've had the pleasure of collaborating with Erika for the past two years on our annual Creative Harvest event in Gippsland.

    This event attracts over 1300 attendees and is a cornerstone of our community. Erika expertly crafted and executed our social media strategy and implementation, resulting in significant growth and engagement across all our platforms.

    Her creativity and professionalism are truly impressive. Beyond her skills, Erika is an absolute joy to work with. Her "can-do" attitude and positive spirit are infectious. I

    highly recommend investing in Erika's services at Mac&Ernie – you won't be disappointed!" 😊

    Kristy via Google

  • Erika was an enormous help & support during the early stages of my business, and our ongoing consultations were always beneficial.

    Erika also worked with me to develop social media content. She always had great ideas for content I hadn’t thought of. I always came out of our consultations with a solid plan for future content and felt motivated to create content.

    She is highly knowledgeable on social media, running paid ads and navigating ads manager to name a few.

    Erika is a great person to have in your corner because she really does care about you and your business and is always willing to help.

    Carmelina via Google

  • Erika gets you thinking, not just about social media, but your business as a whole.

    Taking you through a journey of discovery. I am now connecting with my customers & potential customers in a real and authentic way because I know who I am talking to and more importantly WHY! Erika is so generous with her knowledge & time and I highly recommend any of the programs and courses she offers ~ you won't be sorry.

    Bec via Google

  • Erika recently presented a highly informative Instagram Marketing Masterclass to my membership community for My Client Strategy Academy

    It was evident from her presentation that she has a deep knowledge and understanding of social media marketing strategy. She also communicates clearly and has a unique ability to be able to break down complexity into easy-to-understand concepts and ideas that can be implemented by small business owners. Thank you again Erika, for sharing your valuable and helpful social media training with us!

    Hayley via Google

  • I run a membership for women in business and asked Erika to run a masterclass for my clients on how to quickly and easily create content that works - she did an amazing job!

    Erika's a true professional with a beautifully calm and fuss-free approach to delivering valuable information that gets tangible results through social media marketing. I wouldn't hesitate to use her again or recommend to anyone wanting an engaging expert speaker or social media trainer. Thanks so much Erika for a fabulous session - you were an absolute delight to work with!

    Faye via Facebook

  • We'll definitely be working more with Erika and the Mac&Ernie team in the future.

    Erika is fantastic and we've loved working with her as part of creating and running Marketing & Social Media masterclasses for our community (Grown not Flown).

    We'll definitely be working more with Erika and the Mac&Ernie team in the future.

    Nikki via Google

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Podcast cover titled "Small Town Business with Erika McInerney" featuring Erika McInerney smiling, sitting at a desk with a laptop and a phone.
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Small Town Business Podcast

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Website & Show Notes