Working with a Digital Marketing Freelancer vs an Agency
- 9 hours ago
- 6 min read
If you are weighing up approaching a marketing agency vs a freelancer, this blog is the right place to consider both options. Businesses of any size are more often questioning whether they need a full agency team or if a skilled digital marketing freelancer can deliver the same results with greater flexibility and cost efficiency. Making the right choice for you can have an impact on the budget, communication, marketing performance and long-term scalability.
This blog will break down the real differences, advantages, limitations and strategic considerations between marketing freelancers and agencies, so you can decide what works best for you and your business goals.
What Does a Marketing Freelancer Actually Do?
In short, a marketing freelancer is an independent, often self-employed professional, who provides marketing services directly to the clients. Unlike an agency, they operate as a one-person business or sometimes collaborate with a small network. At Living Well Daily, this is exactly the service I provide - digital marketing service, which helps people make the most out of technology that aligns with their business in a mindful way.
A digital marketing freelancer may specialise in one or more of the below marketing channels:
SEO and content strategy
Paid advertising
Social media marketing
Email marketing
Website optimisation
Analytics and conversion tracking
Many experienced freelancers have previously worked in agencies or in-house roles, giving them both strategic insight and hands-on experience. As you may have guessed this is the case for Living Well Daily. I have 6+ years of experience of working in the corporate world stemming from big name brands to B2B, B2C and small businesses, which is where my passion is at. I love helping businesses grow and scale from the initial consultations process, to building or optimising their websites and also sharing my knowledge with clients through personalised service and training.
A strong digital marketing freelancer website typically showcases case studies, testimonials, service packages and clear positioning. This makes it easier for businesses to assess whether the freelancer’s expertise aligns with their own objectives.
What Does a Digital Marketing Agency Offer?
A digital marketing agency is a structured company with multiple team members covering different specialisms. Agencies often provide integrated services under one roof, where multiple people specialise in different marketing mixes, such as:
Strategy development
Branding
SEO
PPC
Social media management
Creative and design
Marketing automation
When comparing marketing agency vs freelancer options, the key difference is depth versus flexibility. Agencies offer breadth of skillsets, while a marketing freelancer often offers depth in a specific area and bespoke support.
Agencies usually have account managers, project management systems and established workflows. This can provide structure, but it may also create additional layers of communication. And that is not to say that freelancers do not provide structured projects and workflows! I can safely say that without a strategic plan many of the client projects I have worked on wouldn't have worked.
If you are interested to find out more about strategic marketing tips you can read the blog here:
Digital Marketing Agency vs Freelancer: Key Differences
When considering digital marketing agency vs freelancer partnerships, there are several core differences that influence performance and experience.
1. Cost Structure
A marketing freelancer has typically got lower overheads. There are no office expenses, large teams or administrative layers to fund. This often results in more competitive pricing.
Agencies, on the other hand, charge higher fees to support teams, tools and infrastructure. While this can provide value, it may not always be necessary for smaller businesses.
If budget efficiency is a priority to you or your business, working with a digital marketing freelancer may allow you to invest more in services such as paid advertising spend or content production rather than management fees.
2. Communication and Accessibility
With a marketing freelancer, you usually communicate directly with the person doing the work. This removes the account manager middle layer and often speeds up decision making.
In contrast, an agency structure may involve multiple contacts. For some businesses, this provides reassurance. For others, it can feel less agile.
3. Flexibility
A digital marketing freelancer can often adapt quickly to changes in direction, budget or campaign priorities. Freelancers tend to work on shorter contracts and offer more tailored solutions.
Agencies may operate on longer retainers with defined scopes, which can limit flexibility but provide stable growth.
4. Range of Skills
Agencies bring multiple specialists to the table. If you need branding, web development, paid media and automation all at once, an agency might provide a more seamless solution.
However, many experienced freelancers collaborate with trusted partners. A digital marketing freelancer's website often outlines these partnerships, allowing clients to access extended services without committing to a full agency contract.
All that being outlined, can I let you in on a secret? Many digital marketing agencies use freelancers either when they are working on timely projects, are short staffed, or they operate by white labelling work through freelance professionals. I have worked for several marketing agencies where this was the case and the relationships between agency, freelancer and
most importantly the client have worked smoothly providing amazing results.
Interested in hiring a marketing freelancer to help your business grow?
When Is a Marketing Freelancer the Better Choice?
A marketing freelancer is often the ideal choice when:
You need specialist expertise in one key area
Your marketing budget is limited
You value direct communication
You want flexibility without long contracts
Your business is in early growth stages
Start-ups and small to medium businesses frequently benefit from hiring a digital marketing freelancer because they receive senior level attention without paying agency rates. A freelancer can act as an extension of your internal team rather than an external supplier.
When Is an Agency the Better Option?
An agency may be the right choice if:
You require a full multi-channel strategy
You need large scale campaign management
Your business requires structured reporting systems
You have a substantial marketing budget
For enterprise businesses, the structured approach of a marketing agency vs a freelancer model may align better with internal processes.
However, it is important to assess whether you truly need a large team or whether a high performing digital marketing expert could deliver similar results with greater agility.
How to Evaluate a Digital Marketing Freelancer's Website
Before choosing a marketing freelancer, review their website carefully. Here is what to look for:
Clear service descriptions
Demonstrated results or case studies
Transparent communication style
Testimonials and reviews
Evidence of industry knowledge
Social proof
A strong digital marketing freelancer website should reflect professionalism, strategic thinking and measurable outcomes. Most importantly, it should align with your business values and goals.
Making the Right Marketing Support Choice For Your Business
The decision between hiring a marketing freelancer or an agency should be based on your evaluation, not assumption. If you want flexibility, direct communication and cost efficiency, a digital marketing freelancer may be the strongest option. If you need integrated services across multiple departments at scale, an agency could be more suitable.
Rather than asking marketing agency vs freelancer in general terms, assess your specific goals, budget and operational needs. The right partner is the one who understands your business, aligns with your objectives and consistently delivers measurable growth.
Is a digital marketing freelancer cheaper than an agency?
In most cases, yes. A digital marketing freelancer typically has lower overheads, which often results in more competitive pricing.
Can a marketing freelancer handle multiple channels?
Many can, particularly experienced professionals. However, some may specialise in one core area more than another, such as SEO or paid media.
Is it risky to hire a freelancer instead of an agency?
Not if you conduct proper due diligence. Reviewing their website, testimonials, and social media channels can significantly reduce the risk.
How do I decide between a digital marketing agency and a freelancer?
Assess your budget, the complexity of your marketing needs and whether you value flexibility over structured team support.
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