Content warning: An overwhelming number of hypothetical questions.

Picture this: You run a brick and mortar store and are about to expand into the world of eCommerce. You’ll need promotion around it, including social media, digital ads, and an SEO strategy. And of course there’s the online store itself. Do you integrate it with your current website? What plugin or service do you use?

Now replace brick and mortar store with any small business (digital or otherwise) looking to grow and reach customers in new ways. You’re not alone in these questions.

What now? Well, that entirely depends on your in-house skillset and your budget. Naturally, if you could afford an internal marketing team, that would be ideal, but most companies, even large ones, find themselves looking to outsource marketing needs. You could hire a freelancer or three to tackle disparate needs as they arise. You could enlist an agency’s help for a more holistic (albeit possibly more expensive) approach. You could even try to DIY it armed only with Google and a positive attitude. But what’s good enough, and what are the consequences of getting it wrong? 

The truth is there is no one size fits all approach to marketing services. And while yes, we are a marketing agency, we are here to tell you that sometimes an agency isn’t the answer, so you can better understand those times when it absolutely is. 

Working With a Freelancer

Let’s be honest, most of us already know what a freelancer is. They work independently, usually touting their own brand complete with a logo, website, social media presence, and portfolio. Many freelancers operate under a sole proprietorship, making them and their business a single entity. Finally, freelancers are specialized. True, you’ll encounter marketers in the wild that promise the whole package when it comes to your website or digital marketing campaigns, but their true talent usually lies in one or two skills. That or they are bringing in other freelancers to help, essentially acting as an agency without the umbrella branding. 

What you really want to know is the implications all of that has for your business when you work with them. 

For one, freelancers are busy. Really busy. While working on your project, they are working for several other clients, constantly looking for new clients, and maintaining their own digital presence. This is sometimes inconsequential and sometimes a real roadblock to high-priority projects with big demands and tight deadlines. 

Additionally, freelancers may struggle to pivot with project needs. Imagine you decide to add video to your digital marketing campaign. Can the freelancer you hired for that ad campaign do video or do you need to hire someone else?

Freelancer Pros and Cons Summary

Pros: 

• What they do, they’ll do really well
• They can be a great deal for small projects
• Working with them is typically simple and straight-forward
• Added trust when you are working with a freelancer you know well

Cons: 

• Lack diversity of skill for larger or multi-pronged projects
• May be less economical for larger projects
• Less able to pivot with evolving needs
• Typically balancing larger and messier workloads
• Likely less experience with complex contracts, which can spell trouble
• Potential confusion and miscommunication when you’re working with a freelancer you’ve just met 

Working With An Agency

Once upon a time, a bunch of freelancers got together and decided to pool their diverse skill sets in order to offer businesses the marketing equivalent of the “triple threat”. They were able to land more elaborate marketing campaigns from more demanding clients while still being “small” enough to provide good value to startups and everyone in between. Or so the story sometimes goes. 

Agencies can be large or small. They can serve a handful to hundreds of clients. They may specialize in certain industries or target certain sized companies. They are fully-fledged and licensed businesses in their own right who are “in the business” of providing expert marketing services. 

But what does this mean for you? Why does it matter if the work you need done is handled by one or five? 

Working with a business means working with people not only versed in their advertised marketing skills, but also practiced in large project management, contracts, and the like. They’ll be prepared to pivot with your project and have the resources in place to add new people or tools as needed. As experienced collaborators, they may have an easier time integrating with your existing team. 

Additionally, you’ll likely be served more creative and unique work overall. Agencies are typically more motivated to think outside of the box and are better equipped to do so given they have built in collaborators. Freelancers tend to take a more prescribed approach. 

On the other hand, agencies can be expensive. They may have overhead costs that freelancers don’t contend with, including added digital tools, payroll concerns, and insurance. These costs may get passed on to the clients, but could be more than worth it, depending on the scope and demands of the project. 

AGENCY Pros and Cons Summary

Pros: 

• Varied skills cover a lot of ground
• Have the resources to tackle larger and more complex projects 
• Able to pivot with evolving project needs 
• Likely more experienced in contracts and similar legal concerns 
• Added trust when you are familiar with the brand and their portfolio 

Cons: 

• More overhead may lead to higher costs 
• Complex needs could require lengthier kickoffs 
• Risky investment if the agency doesn’t listen and gets your vision wrong

Key Considerations: What To Ask Yourself 

All of this being said, no two freelancers and no two agencies are identical, so when choosing between them, you need to assess your unique needs and how they align. Consider the following:

what is my budget?

Simple. You know what your budget is right?….Right? Many businesses don’t have a hard number for this question. Instead, they have a range. They know what they could spend, what they’d ideally spend, and where there might be wiggle room for the right solution. 

If your needs are driven more by budget then specific deliverables, consider an agency. They can not only advise you on how to get the most out of your money, but also provide greater value for smaller sums. For example, the $2500 you were planning to spend on that freelancer could get you a whole brand kit from an equally skilled agency. Agencies like Minty Pixel also offer tiered pricing to help you find the best fit. 

what Do i need done?

Maybe you’re more deliverable-driven. Great. If it’s a simple blog post, set of emails for a drip campaign, or new logo, then you might be at home working with a freelancer. On the other hand, if you’re looking for something more complex, consider an agency.

Heck, even if you only want one thing now, ask yourself if you might need more work on the horizon. Would you rather build a relationship with an agency that can meet current and potential needs or risk having to research and cobble together your own array of freelancers? 

what level of commitment do i require?

Let’s say you hire a freelance graphic designer for disparate graphic needs. How much of their time would you like dedicated to your company? Are you able to pay them such that setting that time aside is worth it to them? 

Outside of time commitments, there’s also the question of meetings and check ins. A freelancer will (rightly) charge you for any time you require, including that kick off call where you discuss project details. An agency will also value that time, but they may be able to provide a more flexible “package” that charges you a nominal amount for a certain number of meetings and check-ins, allowing for collaborative marketing that doesn’t break the bank. 

what level of oversight do I need?

Here, we’re really talking about edits. Even the most talented marketers aren’t necessarily going to get it right the first time, because “getting it right” is a dynamic process that involves learning you and your company’s personalities and preferences. 

When you ask that freelancer for a white paper, are you confident that you won’t need to revise it? How many revisions? Do you want to be able to rework parts of it and change up the graphics without incurring thousands of dollars in added time?

Just as with meetings, agencies may be better equipped to work with you on these needs, so you’re able to afford the work you want, not just the work you get.

Do You Need Help Answering These Questions?

Let’s put ourselves back in the shoes of that brick and mortar store. You know you need an eCommerce addition to your website. You know you’ll also need some promotion to let people know that it exists. You’re hoping that the UI on the store will be friendly to use and well suited to your overall brand. But will you need more? And how much of your budget do you want to set aside for more?

Sounds like you might benefit from a little consultation. Freelancers and agency marketers alike are experts in their respective crafts. They’ll be able to help, and most are willing to chat with you before asking you to open your wallet. That said, an agency is at an added advantage here as well. Their expertise is broader reaching, as is their capacity for acting as consultants. Look for an agency that will help you define your needs before asking you to sign a contract. 

Consider Minty Pixel. Our members are talented across the marketing spectrum with portfolios to back them up. Our agency is new enough to offer competitive pricing for a wide range of projects. A consultation with us may or may not inspire you to use our business, but it will let you come away with a stronger understanding of what you need, and what it’ll take.