Many businesses often reach a point in their growth where marketing becomes a crucial part in their business strategy. However, navigating the complex world of digital marketing can be a daunting task, especially for businesses with limited in-house expertise. Therefore, looking for external marketing support is often the next step. With the importance of marketing becoming more and more important to businesses of all sizes, it’s important they make sure they hire an individual or team that aligns with their requirements. This often leads to the question of ‘Should I use a marketing agency or a freelancer?’. In this post, we’re exploring the difference between the two and how to decide which option is the best fit for you.
Marketing agency or a freelancer. What’s the difference?
When choosing whether you require the services of a marketing agency or a freelancer, the best place to start is with a top-level description of what each of them entail.
A marketing agency is a full-service team of specialists across various areas of marketing. Team members often have separate areas of expertise which provides the opportunity for teams to be created around the specific requirements of the client. Some expertise areas in a marketing agency include content creation, social media management, SEO, email marketing and paid advertising. By working with a marketing agency, you get access to a full outsourced marketing department.
Freelancers are individuals that work alone and tend to offer expertise in a specific area of digital marketing. They often have previous experience in a bigger company but have decided to become a consultant on a self-employed basis. While freelancers may not offer the same breadth of services, they can still achieve great results through their in-depth knowledge and experience. Many freelancers work remotely and are often a good way to get access to expertise with a smaller budget.
Understanding your requirements
Before exploring whether a marketing agency or freelancer is best suited for your requirements, take a moment to think about what it is you are looking for. Here are some key factors to consider:
- Level of service. Do you require comprehensive, end-to-end strategic support and implementation, or are you looking for support on a specific marketing project?
- Budget: Have you set aside a specific amount for marketing? This can often be an indicator for which service you require as agencies typically have higher fees.
- Expertise: Do you need a broad range of marketing skills or do you require a specialist in a specific area?
- Flexibility: How much flexibility do you require? Do you need quick project changes or will a slower turnaround suffice?
- Contact: What level of communication do you require? Do you need weekly check-ins or do you need regular advice as and when required?
Now that you have a good idea of your requirements, we’ll dive into the pros and cons of each to help you decide whether a marketing agency or freelancer is better suited to you.
Pros of a Marketing Agency
Holistic approach
Marketing agencies offer a complete end-to-end marketing solution. They can handle everything from the strategy, right through to the implementation and execution.
Expertise and resources
As marketing agencies tend to employ a team of specialists with diverse skills and industry knowledge, clients get access to a whole team of marketing experts. Depending on the requirements of clients, agencies often put teams together to ensure the most effective members are placed on the project. As the agency team members already have an effective working relationship in place, they’re able to hit the ground running.
Project management
Due to the resources available, agencies have the ability to take on the responsibility of managing your end-to-end marketing efforts. This can help to free up time for the internal team who often have expertise in different areas (which is much more effective).
Reliability and communication
As you’ll have access to a full marketing team, you can be sure that project deadlines will be met without any interruptions. Regular catch ups are scheduled in and often have multiple team members attending so that you have access to their expertise. There is usually one main point of contact (Account Manager) to make the service more streamlined. Many businesses are often time poor which is why an agency’s way of working can suit them better.
Scalability
With the available resources within an agency, they can easily upscale a project depending on the requirements of a client. This means they are perfectly positioned to adapt and grow alongside your business’ needs. The best thing about this is you’ll already have created a rapport with the team, so they already have a good understanding of your business and how you do things.
Cons of a Marketing Agency
Cost
Agency frees are typically higher than a freelancer due to having multiple people working on the project. There is usually a set number of hours dedicated to each project that agencies stick to (work outside of these hours tend to be charged at an hourly rate).
Flexibility
Marketing agencies work with multiple clients and therefore will not be able to offer the same level of one-on-one attention as a freelancer. Therefore, when it comes to reactiveness and quick adjustments, agencies are often not best positioned for this (unless a client pays for this type of service).
Contractual agreements
Contracts are usually a non-negotiable for marketing agencies and this means there is not much wiggle room for clients to change their minds/requirements. It’s important that agency clients are clear with their needs so that the best possible service can be confirmed and delivered.
Pros of a freelancer
Cost
Freelancers tend to offer lower rates than marketing agencies (often charged hourly), making them a good option for businesses with limited budgets. They don’t have the same overhead costs as a marketing agency, making them a great option for getting access to specific marketing expertise.
Flexibility
If you require a service that needs quick turnarounds or frequent changes, a freelancer is best positioned to offer this. They can do this as they often work outside the traditional business hours, they service less clients and they manage their own schedules. This positions them to be much more reactive.
Expertise area
Many freelancers specialise in a particular area of marketing (SEO, content creation, social media, etc.). So, if you’re looking for support in a specific area of your marketing implementation, a freelancer can provide you with the in-depth knowledge and experience you require. This allows you to home in on one marketing discipline without having to dive into other areas.
Direct communication
Freelancers provide you with a direct line of communication with the person doing the work. This is different from an agency, as they normally have an Account Manager who will then work with the wider team to complete the project. Therefore, you can provide feedback, ask questions and request quick updates on your project directly to the individual implementing it.
Cherry-pick the most suitable
You can pick a free-lancer based on your exact requirements and their specific expertise and skills. This allows you to handpick a team that you would consider best suited to support you in achieving your marketing goals.
Cons of a freelancer
Limited capacity
Due to being one individual, freelancers may not have the capacity to handle large or complex projects with many moving parts. They may also not have the capacity to complete projects with tight deadlines due to only being a one-person team.
Limited expertise
Some freelancers have a broad knowledge of end-to-end marketing, however many specialise in a specific area. This can limit the marketing opportunities in your business as they may not be able to handle a wider range of tasks and even if they have the experience – they may not be able to do it all themselves.
Project management
Although freelancers can solve the problem of a skills gap in a business, they may not be able to project manage the whole marketing function (due to capacity). This can result in the internal team having to support with marketing which can pull them away from their direct responsibilities.
Making the decision
By judging your requirements against these pros and cons, you will gain a better understanding of whether to engage in the services of a marketing agency or freelancer. Ultimately, it comes down to budget and your specific needs (read more about deciding which marketing activities to prioritise). Both solutions for external marketing support can be game changers for organisations, but consider the factors listed above to conclude which would be better for you and your business.
