Finding the Perfect Marketing Freelancer
Mar 26, 2019 Emily Brungard
Finding the right freelancer can sometimes feel like an endless game of match-making. Sifting through experts with acute knowledge in the right niche or industry can take far too long. However, finding the right marketer can make all the difference and open up new avenues for campaigns, growth, and opportunities.
But you can’t just add anyone to your roster — it has to be the right partnership.
Freelancers vs. In-House vs. Agencies
Finding the right marketing solution and partnership for your business is a comparison game. You’re likely trying to weigh the pros and cons of hiring a freelancer, a new team member or partnering with an agency.
You’re not alone.
The changing tides of business have created new avenues for productivity and it is now possible to succeed without a physical location or a comprehensive in-house team. Project-based teams, freelancers, specialized agencies and white-label partners have opened up the doors for new business opportunities.
But there are certainly pros and cons for each of these options.
Agencies often offer project-based or retainer based partnerships. These are more expensive than freelancers but less expensive than hiring a new employee (at least over time).
The cost of an in-house employee is often underestimated. This option seems attractive because building an in-house team is great for collaboration and culture, but the overall costs can come back in droves. Taking into consideration factors like training, salary, benefits, PTO and possibly turnover — the expenses start adding up quick.
Hiring a freelancer is the most affordable option (by far). Professional freelancers come equipped with the right skills, resources, and tools to do their job efficiently. Vetting and selecting an expert in your niche is really the only hidden cost.
Agencies are typically specialized and have team members that reflect that particular niche. Design agencies have designers and web-design agencies have developers…so on and so forth. While these are typically good options for specific expertise, the very best talent typically prefers to work as a freelancer or in an actual operational role within an existing company.
Finding in-house talent is a game of cat and mouse. The shifting landscape of marketing has created new specializations left and right. Social media coordinators, PPC managers, SEO experts — these are all necessary components of a successful digital campaign, but one person can rarely do them all. This means you will be hiring a lot of employees.
Freelancers are great for expertise because you can pick and choose exactly what you need. This widens the scope of any project your client may need because you can hire a freelancer to complete tasks you don’t have the capacity for. Manually searching for freelancers is a headache, but that’s what an on-demand expert marketplace is for!
Depending on the particular agency, this one is a coin-toss. Some agencies pride themselves on constant communication while others are overloaded with work and may take longer to respond. You are also limited to one or two points of contact and work on a delivery, review, revision, delivery schedule.
As you may have guessed, communication with an in-house hire is almost flawless. The ease of having someone in person without having to worry about alternative means of communication or even time zones makes this one a breeze.
This is something you can’t really control unless you have done your due diligence during the vetting process. If communication is a make-or-break factor for you, it should be discussed as an expectation from the start. On the positive side, freelancers rarely put aside a set time to respond, which means you can sometimes converse outside of a strict 9-5.
Quick Freelancer Checklist
If you have decided to go the freelance route, there are some things you should consider before selecting your expert. We’ve made a checklist before to help guide your freelancer selection. Here are the basics.
You want to look for freelancers that are professionals in their own right. What do we mean by this? You’re looking for full-time freelancers. This is a big one because professional freelancers have mastered the craft of handling multiple clients, projects, and deadlines simultaneously.
Yes, it’s important that the freelancers you choose are well-versed in the field you’re looking for. But it’s equally important that they are vetted for their expertise in the freelance field.
This is a given, but it can easily shine a light on any red flags that may be looming in the background. It can also show you a lot about a freelancer’s qualifications, past work and how they market themselves (the proof is in the pudding).
What to look for:
- Do they have a website?
- Do they have an LLC?
- Do they have social media accounts?
While all of these aren’t a necessity for whether or not you should hire a specific freelancer, they will give you some insights for what you are getting into.
Get References and Evidence
Any freelancer you are considering should have no issues giving you references or past work examples for you to evaluate. Past work can really help narrow down your search for a freelancer by illustrating the style and diligence they convey through their career.
Verify Their Skills
This can be done a few ways, but it’s definitely worth doing before hiring a new freelancer. Verifying their skills with any tools or software in question is never out of the question. Ask about any certifications they may have or courses they have completed. Depending on the type of expert you are looking for, you may want to test out their skills with a small test project.
Once you have gone through this checklist you’re ready to start interviewing or selecting the perfect freelancer match.
Asking The Right Questions
First things first, remember that you are looking for help because you are lacking the time, resources or expertise to complete a necessary project or campaign.
Start your search by evaluating the holes that you are trying to fill. This will help you narrow down exactly what kind of freelancer you are looking for and the expectations you have for them once they get started.
Next, you should ask these 8 questions to assist in the match-making process. There is no such thing as a shortage in preparation when it comes to finding the perfect freelancer — especially if you want results.
- Are they taking a holistic approach to understanding my problem?
- Do they have the strengths and expertise needed to achieve my marketing goals?
- Do they understand my brand and messaging?
- How will they communicate and collaborate with my in-house team?
- Will I have the visibility to track projects and approvals on a frequent basis
- How and how often will they report on the performance and results of their marketing efforts?
- Can I seamlessly modify my marketing plan and add or change project experts as my needs change, or will I need to find a new partner?
- What can I expect from the first 90 days of this partnership?
Setting expectations is a two-way street. Not only is this important for your own project transparency but also for your freelance partner. Creating clear expectations frees up freelance talent to creating the very best result within the scope of their own multi-client workload.
Working with someone who shares your values and will execute your vision is what you want. At the end of the day, you’re looking for a trustworthy partner who will help your team succeed.
One big hurdle that we often see companies trying to overcome with freelancers is project transparency and setting expectations. It’s a big deal so we understand why it’s a topic of discussion.
Businesses are reluctant to utilize freelancers for a few reasons.
- They don’t trust people that they haven’t worked with before
- They have been burned by a freelancer in the past
- They think it reflects poorly on their business to utilize outside help
The truth about these three reasons is that the freelancer could certainly be to blame — but more often than most people would like to admit, the fault is double-sided.
Relaying project expectations is 100% the responsibility of the person hiring the freelancer. If you have been burned in the past by a freelancer underdelivering or missing a deadline, it could have been a bad hire. Not your fault. But it may be worth revisiting whether or not your company relayed the necessary information to the talent.
Hesitating to hire a freelancer because you aren’t sure whether or not they have what it takes is certainly a concern we understand. That’s why expert marketplaces like ours take pride in finding experienced, skilled and passionate freelancers to offer their clients.
Freelancer Time Management
As we mentioned, your first step in the vetting process is to find a professional freelancer. Not only is this to ensure that the talent you have acquired is official, but also experienced in handling multiple projects.
Now, you’re not going to be able to manage your freelancers time for them. This is entirely up to their process. But we may have some freelancers out there that are reading this article, so this part is just for you! If you’re not a freelancer, feel free to skip this section.
Learn to say no
This is something that many freelancers learn the hard way over time. Freelancers want to get hired again, especially if they have built a good rapport with a client. Because of this, it’s often difficult to say no even if you know you’re going to be overloaded with work. But this is something you have to nip in the bud early. Just like it’s important for you client to relay expectations effectively to you, it’s equally important for you to relay your availability to them.
Get rid of distractions
This is a tough one. Productivity is your currency and you will go broke if you have too many distractions limiting your time. Email, funny YouTube videos — even your cell phone can take away from your workday. Try to segment your day so that you check in on important contact platforms at certain times, that way you’re not distracted by requests
Treat it like a job
You may be thinking “Well it is my job!”. We know, but creating your own work schedule, routines, and limitations are how you can remain happy while doing freelance work. Trying to adopt the workstyles of all your clients can scramble your brain. You definitely want to work as an extension of their team, but you may need to communicate some boundaries as to how you prefer to work.
Freelance Cost Effectiveness
Our marketing team has saved more than a quarter million dollars over the last year by leveraging our own business model. By harnessing the power of the Torchlite Marketplace, we throttle our marketing team when and where we need it, allowing us to create the output of a larger organization with more resources.
Onboarding a new employee costs, on average, $4,000 and takes between three and four weeks. When you factor in all of the costs and the time it takes for your new hire to reach peak productivity, you might ask yourself if it’s all worth it.
Freelancers can be productive immediately, and they’re only paid when you need specific work done. There’s no need to hire a full-time web developer, for example, if you only need occasional work done on your website. Companies that use freelancers also save on benefits like insurance, retirement contributions and PTO—freelancers aren’t employees, after all. This saves companies an average of $4,708 per employee per year, according to the Kaiser Family Foundation. If a company can hire ten freelancers instead of ten employees, that adds up to $47,000 in annual savings on healthcare alone (that means an entire additional employee!).