Freelance Digital Marketer vs Agency: Which Is Best For You?
Your guide for figuring out whether your business would be best with a digital marketing freelancer or agency.
So, you’ve finally decided to take the plunge and get some support with your marketing needs.
There are plenty of options out there, but it often boils down to choosing between a digital marketing agency and a freelancer.
There’s no one-size-fits-all answer here, as the right choice for your marketing needs depends on multiple factors.
In this post, I’ll break down these factors so you can feel confident outsourcing your marketing.
First things first: what’s the actual difference?
It’s simple:
A freelancer is usually one person who specialises in a few key areas — think SEO, paid ads, email marketing, digital strategy, content, or social.
An agency is a team. You pay for multiple skill sets under one roof: strategists, account managers, designers, copywriters, ad specialists, and analysts.
Both options have their benefits, but the real difference lies in how they feel to work with.
Let’s talk through that.
Working with a Freelance Digital Marketer
When you hire a freelancer, it feels more personal. You’re communicating directly with the person doing the work. No long onboarding processes, no meetings with each team member, and no red tape.
The Pros of Hiring a Digital Marketing Freelancer:
Direct Access: Hiring a freelancer gives you direct access to the brain behind the strategy. You know who you’ll be working with and can vet their experience.
Flexibility: Nobody likes red rape. Digital marketing agencies typically have long onboarding processes, and it can take two months for the actual work to begin. Freelancers mobilise quickly. Why? Because we’re more flexible.
Deeper Understanding: Digital marketing agencies can have dozens of clients at one time. Freelancers typically have a few select clients, which means we get to know your business on a deeper level.
Lower Costs: When you hire a freelancer, you’re paying for their time and skills only. Employee wages, office space, and account managers don’t factor into the costs. As a small business, this = savings.
Potential Drawbacks:
Capacity: One person can only do so much. If your marketing needs grow rapidly, a freelancer might not be able to cover everything.
Skill Set Limits: Some freelancers choose to specialise in a certain area of digital marketing. However, others remain competitive by diversifying their skills, so it really depends on who you work with.
Availability: If your freelance digital marketer gets sick or takes some leave, things can slow down.
Working with a Digital Marketing Agency
Digital marketing agencies are built for scale. If your business is moving fast or needs multiple channels firing at once, an agency can make sense.
The Pros of Hiring a Digital Marketing Agency:
Full-Service: Digital marketing agencies have a team of experts, so they can offer full-service support while you stay hands-off.
Bandwidth: Agencies can support large brands with omnichannel marketing and large-scale campaigns.
Established Systems: Professional agencies often have established workflows and processes that can reduce trial-and-error.
Backup: If an account manager or specialist is unavailable, another agency member can step in.
Potential Drawbacks:
Higher Costs: Agencies are usually more expensive than freelancers. Not because they’re better— but because you’re funding a whole operation.
Less Contact: Your main point of contact will be an account manager, but in most cases, you won’t speak to the copywriters, SEO specialists and advertisers.
Impersonal: When you work with an agency, it can feel like you’re a small cog in a big wheel. Agencies tend to focus on their big budget clients.
Red Tape: Many digital marketing agencies have a minimum monthly spend and lock clients into contracts.
Which is the Right Option for My Needs?
Here’s the honest answer: it depends on your business stage, not just your budget. Both freelance digital marketers and agencies offer a range of benefits, so it’s important to consider your needs.
Choose a Freelancer If:
You’re a small business or solopreneur
You need help with one or two specific channels
You value close collaboration and flexibility
You want someone who feels like an extension of your team
You’re on a budget
Choose an Agency If:
You’re a large business
You’re scaling to new locations and markets
You prefer a more corporate approach to marketing
You have the budget for a higher monthly investment
The option no one talks about (but works really well)
Here’s something I see working brilliantly for a lot of businesses:
Start with a freelancer, then move to an agency later.
Why?
Because freelancers are often amazing at:
Laying strong foundations
Helping you figure out what actually works
Building systems before you scale
Once your marketing has proven effective and your small business begins to gain traction, consider expanding into new locations and increasing your budget.
While some businesses take this approach, others prefer to maintain the relationship they’ve built with a freelancer.
Ultimately, it’s up to you.
The Real Question You Should Be Asking
Instead of focusing on the digital marketing freelancer vs agency question, ask yourself:
“What support does my business actually need right now?”
Because the wrong setup — even with the best freelancer or the best agency — will still feel frustrating.
Right support at the wrong stage feels heavy. Right support at the right stage feels like relief.
The Takeaway
There’s no undisputed winner here, because both freelancers and agencies offer a range of benefits. Ultimately, your decision should depend on the stage your business is at, your budget, and how you prefer to work.
My recommendation?
➡️ If you’re a small business, choose a freelance digital marketer. We work on your terms and are more flexible.
➡️ If you’re a large business or are planning on a significant expansion, choose a digital marketing agency.
Still Unsure?
I’m always here to offer advice and support. Drop me an email and tell me about your needs and budget. No selling, no pitches, just advice to help you decide whether it’s time to invest in your small business.
