Mac&Ernie Marketing Strategy & Training

Mac&Ernie Marketing Strategy & Training I am practical, kind and passionate about sharing knowledge that is relevant and more 'you'. Please reach out to connect.
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I help Australian regional, suburban and small-town businesses build trust, loyalty and referrals through clearer communication, more sustainable marketing and better customer experience. I’m a marketing and customer experience strategist, focused helping you to build strategies that take into account the people in your world and the place you are. With 30 years’ experience across marketing, adver

tising, employer branding and customer experience strategy, I help organisations close the gap between how they want to show up and how they’re actually experienced - by customers, communities and the public. I believe clear thinking creates better experiences, and better experiences create trust and we know the impact trust has on the success of any business. I support:

👉 Small businesses and community organisations to simplify their marketing, strengthen customer experience, and build brands people return to.

👉 Leaders, boards, academics and public figures to communicate with clarity, build influence responsibly, and show up publicly without compromising integrity.

👉 Councils, chambers of commerce and member organisations with training, strategy and practical frameworks that improve visibility, trust and engagement at scale. Ways to work with me include strategy sessions, custom workshops & masterclasses, coaching, advisory projects, training, and the development of practical social media policies and playbooks for organisations and councils. If you value marketing that is structured, realistic and grounded in community - you’ll feel at home here. I work locally throughout Gippsland and across Australia.

I am very pro outsourcing your social media.If you’ve been doing your own marketing for years and you’re thoroughly sick...
04/09/2026

I am very pro outsourcing your social media.

If you’ve been doing your own marketing for years and you’re thoroughly sick of Canva, captions and wondering what on earth you’re supposed to post this week, paying someone else to do it can be money very well spent.

But if you’re spending $500, $1,500, $2,000+ every month, I want you to know what you’re buying.

Taking a job off your plate is valuable. So is having a professional create better content than you have the time or inclination to make yourself.

But if you’re also expecting that investment to generate enquiries, bookings or sales, you need to be able to measure whether that’s happening.

And that starts before you hire someone.

What is social media’s job in your marketing? Who are you trying to reach? What do you want them to do? And how will you know whether it worked?

Your social media manager shouldn’t have to invent those answers for you.

Give them a proper strategy and a clear role within it, and you’re giving them a much better chance of doing excellent work.

And you’re giving yourself a way to know whether the money you’re spending is actually helping your business.

A monthly rate adds up over time, especially if there’s no measurable return. Make sure you know the return you want and be prepared to move on quickly if it’s not working.

Reach out if you are done doing it yourself and we can work out how to outsource effectively 💛

31/08/2026

The last one is the best one. If you’ve ever jumped to “there’s something wrong with my marketing” or “my social media isn’t working” 🤷‍♀️ I might not agree. Would love to diagnose what is going wrong though 💛

She had a way of saying things so simply that everyone could understand and a way of writing songs that everyone felt we...
25/08/2026

She had a way of saying things so simply that everyone could understand and a way of writing songs that everyone felt were written for them.

I’ve shared a few of my favourite Dolly-isms 👉

I also shared a podcast recommendation in my stories if you don’t know much about her and are curious. It’s called “Dolly Parton’s America”. I binged it a few years ago as it’s just fascinating. Might listen again this weekend.

💛

25/08/2026

What happens now? This is the one that I find always needs the most work (for me too).

Getting people to invest in whatever you make or do or sell only gets you halfway there.

To really make someone happy - enough to come back or recommend you, they have to have a great experience. One that feels seamless and frictionless. One that never leaves them wondering.

Your next job is to dig deep into your post-sale experience. Look for ways to tighten it up. Take note if people are following you up.

If you want to feel less ‘always on’ with your marketing, you need a a strong, consistent stream of repeat customers.

That’s 3 for 3. Please share if you think these tips will help someone you know. They may seem obvious, but not all good advice is new. A well-timed reminder can be everything.

💛 thanks for watching

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22/08/2026

You’ve done the hard bit. They want to buy. Please don’t make them work for it now 😩

Every extra click, unanswered question, broken link or “DM for pricing” is another little opportunity for someone to get distracted, put it off or go looking somewhere else.

And yes, sometimes there are good reasons for a longer buying or enquiry process. But every step should be there because it needs to be, not because that’s just how you’ve always done it.

So try being your own customer this week.

Actually click the link in your bio. Visit your website on your phone. Find the price. Make an enquiry. Try to book. Check what happens when you do.

❔How many steps does it take?
❔Where do you hesitate?
❔What information is missing?
❔How long are you waiting for a response - is something automated?

Your marketing has already done its job and got someone interested.

Don’t let your customer experience talk them out of it.

If you want to find more of those little things making your business harder to buy from than it needs to be, my free DIY Customer Ease Audit takes just a few minutes. It’s up in my links, or comment or DM me and I’ll send it over.

💛 Erika

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20/08/2026

Lazy? Busy? Likely both. Don’t fight it.

People are so conditioned to get information in seconds, they rarely work too hard at finding something out. You might even notice that about yourself 👀

But here’s the yay - this is one of the easiest marketing problems to fix and, most of the time it’s 100% in your control.

So, put yourself in your customers’ shoes and regularly check in on all your marketing touch points to make sure you are crystal clear on the things that matter to YOUR potential customers or clients.

And if you want more help, I’ve got a free DIY audit that takes just a few minutes and quickly identifies what you need to focus on. It’s up in my links or you can just comment or dm and I’ll send it over.

💛 Erika

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I don’t really work in ecommerce much anymore, but I do work with small businesses, and every year I watch Black Friday ...
19/08/2026

I don’t really work in ecommerce much anymore, but I do work with small businesses, and every year I watch Black Friday get bigger, louder and spread well beyond traditional retail.

And every year I wonder how many businesses have actually stopped to ask:

“Why are we doing this?”

There can be really good reasons.

You’ve got stock you need to move.

You want to fill a traditionally quiet period.

You want to introduce people to a new service.

You’ve created a clever bundle or package.

You have a plan to turn new customers into repeat customers.

Excellent.

But “everyone else is doing Black Friday” isn’t a strategy.

Particularly for service businesses, where you’re often discounting your time, expertise and capacity rather than clearing something that’s been sitting on a shelf.

So if you’re planning to participate this year, now is the time to start thinking about it - not the week before Black Friday when your Instagram feed suddenly turns black and red 😆

Know the purpose.
Know your margins.
Create an offer that makes sense.
Plan your marketing.

And think about what you want those customers to do next.

And if the numbers or the strategy don’t stack up?

Cool 👉you don’t have to have a Black Friday sale.

Sometimes keeping your margin is the better deal.

💛 Erika

18/08/2026

Quick random questions…no thinking time, just for fun. And let’s pretend that I said I couldn’t live without my cats AFTER I said “my family” 😳

One for you 👉what’s your favourite out of home work spot? I always need options when I’m travelling for work👌

Claude Watermarks are the topic of so many posts right now - some keeping it real, others bringing a lot of drama. My te...
13/08/2026

Claude Watermarks are the topic of so many posts right now - some keeping it real, others bringing a lot of drama.

My ten cents - ask Claude. If you’re using it, you’ll get straightforward answers about your personal usage and what this change means for you.

Ask it about specific circumstances and it will describe what the watermarks do, how they can be seen and even what you can do to avoid them. Because, like my Claude told me today - it doesn’t matter if I write something myself, if I run it through Claude for a spelling, grammar and sense check (which I do), if I use the output from it - the watermark is added and potentially a “made with AI” flag.

Anyway, off you go and have a chat with the Claude expert…itself.

💛 Erika

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