Exploring the dilemma: Choosing between an agency or freelancer
So your marketing team needs a little help. This day in age, that’s totally normal. In the words of Melissa Bohlsen, a freelance B2B Marketing Consultant, “Marketing has become much more complex than it was 10 years ago.” And at one point or another, your team will likely need some additional talent bandwidth.
Should you choose an agency or freelancer? How do you know which supplier is best for the project? The answer is…it depends! It depends on several factors or criteria. Sometimes an agency is definitely the right choice for your marketing project, while other times, a freelancer is the perfect solution.
Agency vs. Freelancer: Key selection criteria
Here at Malt, we’ve come up with a set of key selection criteria for making an informed choice when it comes to choosing between an agency or freelancer for your marketing project. The goal is, of course, an effective collaboration that meets your specific needs.
1. Budget
Is budget a major issue for your marketing project? Freelancers typically charge lower rates than advertising agencies because they have lower overhead costs. Freelancing is more of a lean operation. Also, freelancers may be more willing to negotiate their rates to fit your budget. However, if you have a larger budget (and maybe a larger scope), an agency might be the right choice. Agencies with good reputations bring a lot of brand value.
2. Scale, scope and timeline
How big and broad is your project? Do you have internal resources (woman or man power) to dedicate the project? And how soon do you need it delivered? A freelancer may be unable to deliver a big project quickly, while an agency (with its own robust team), can often deliver in tight timeframes. That said, agencies may not be able to take on your project in the timeline required, and in that case, working with a freelancer might be the right option.
3. Flexibility, availability and personalised services
Consider the level of direct access and personalised service that you need when it comes to your project. When you work with a freelancer from Malt, for example, you'll get 1-on-1 time with your expert without going through red tape or a chain of command. That said, freelancers need to structure their time as well, and while they may be operating outside of a traditional corporate structure, they aren’t necessarily available to you 24/7. Also, as a team of one, they might not have backup in case of illness or extenuating circumstances. Figure out what kind of flexibility you need and assess whether that might be better provided by an agency or a freelancer.
4. Niche vs. broad expertise
Does your project require a specific skill set? Or are you looking for more across-the-board services? Answering these questions could help guide you to an individual freelancer (for a niche set of expertise) or an agency (for a more full-service package). Freelancers can generally help with a more specific, focused project, while agencies can work on a wider range of projects, or projects with wider scopes, providing services that cover strategy and project management, too.
Advantages and disadvantages of hiring an agency
The pros of working with an agency, especially one with a good reputation, include brand value and a broad range of expertise. An agency brings to the table multiple teams and skill sets who can help tackle your project from various angles. Likely, an agency has more tools and resources, and generally provides a project manager to help execute your project.
The cons of working with an agency include higher costs as well as more hierarchical structures and processes. You’re also hiring the agency as a whole, and not necessarily specific talent from within. In the agency system, the most experienced professionals work on the most “important” or prestigious accounts. Agencies are also working with a roster of clients and may be available to you in a restricted manner based on the contract and scope of work that you agree to.
Advantages and disadvantages of hiring a freelancer
Hiring a freelancer means paying only for the marketing activities you have hired them for. As mentioned earlier, being a freelancer is a leaner operation than running an agency. And with lower overhead costs, freelancers don’t charge nearly as much as agencies. You also know who you’re working with when you hire a freelancer. On a team of one, you’re not going to get bumped to a less experienced expert. Freelancers may also be a bit more flexible than agencies, working outside of the traditional 9-to-5 structure.
Though that said, freelancers are individual human beings and not necessarily on call 24/7. Remember that hiring a freelancer means hiring a single person for a specific project. They too are likely juggling multiple projects at the same time.
You might also be overwhelmed by the prospect of finding a freelancer! Not to worry, Malt’s got you covered. Malt can connect you with hundreds of thousands of expert freelancers around the world and help you build a pool of experts that know your brand and understand your company.