Digital marketers help businesses across industries harness the power of digital channels and thrive in a crowded marketplace. But not everyone prefers working for one company or in one field for their entire career — which is what drives many digital marketers to pursue freelance opportunities.
Freelance digital marketers get to choose their clients and leverage their skill set to help businesses across an array of industries, which makes their job especially dynamic. But how exactly does one become a freelance digital marketer, and what are the unique pros and cons of the job? Keep reading for a 12-step career guide, plus some invaluable professional tips and career advice.
A freelance digital marketer is an independent contractor who helps businesses effectively promote their products or services and reach their desired audience through digital channels. Their strategies encompass tactics including search engine optimization (SEO), social media marketing, pay-per-click (PPC) advertising, email marketing, content marketing, and much more.
The term “freelance” usually means that someone is self-employed, and enters into a contract with a client for a predetermined length of time or the duration of a project. The role of a freelancer can be large or small, temporary or long-term, and they may work alone or with a team of other freelancers — it all depends on the client’s needs.
Though they are not necessarily employees of their client’s company, freelance digital marketers need to fully understand each client’s brand, business objectives, target market, and competition. They can then develop digital marketing strategies that outline how to achieve the client’s goals effectively within the given budget and timeframe. Many freelance digital marketers will also execute these strategies, from creating website copy and blog posts to developing email campaigns and even helping to launch a rebrand.
Companies with small marketing departments (or no marketing department) may hire freelancers to assist them on an as-needed basis. This means that many freelance digital marketers serve multiple clients at once, taking on as many projects as they need to make a living. Freelancers often work remotely or will travel to meet clients as needed.
Due to the nature of their job, freelance marketers may perform a whole host of eclectic tasks, with no two days being alike. Also, one freelance’s marketer’s day may look nothing like another’s. That said, here’s a breakdown of some of their key responsibilities:
A freelance marketer’s schedule often follows that of the client, although they may establish parameters around their available work hours. If the workload is substantial enough, or if the client requires work that is outside a marketer’s skill set, a freelancer may hire subcontractors to provide project support.
Freelance digital marketers need a wide array of technical skills to excel in their roles. Some choose to specialize in one type of service — SEO strategy, for example — which means that their technical skills may be more limited to one type of marketing medium or strategy. However, it is usually a wise idea to cultivate a set of general technical skills.
In addition to technical skills, freelance digital marketers should also possess a range of interpersonal or soft skills to effectively interact with clients, colleagues, and other stakeholders. These soft skills are crucial for building strong relationships, managing projects efficiently, and delivering exceptional service.
Becoming a freelance digital marketer doesn’t necessarily require formal education in the traditional sense, as the field values skills and experience over degrees. Not to mention, digital marketing is changing by the day, so something taught in a college course one year may not be relevant the next. However, certain educational experiences and qualifications can help aspiring freelance digital marketers launch their careers sooner.
Find out how to launch your career in one of the most exciting and top earning fields — SEO and marketing analytics.
Unlike traditional employment with a fixed income, freelance digital marketers typically charge clients on an hourly, project-based, or retainer basis. Therefore, salary expectations for freelance digital marketers can vary widely depending on factors such as experience, skill level, geographic location, niche expertise, industry demand, the scope of services provided — and, of course, the ability to “hustle.” That is, proactively seeking out new opportunities and forging connections (more on this in the Pros & Cons section).
Some industries, regardless of their digital marketing needs, tend to pay more than others. For example, a freelancer marketer working for a financial services or tech firm may be able to charge a higher rate than if they work for a small retail business.
So how much can you make as a freelance digital marketer? Your salary truly depends on your ability to make the right connections, diversify your skill set, and go after opportunities that appeal to you. According to job search sites such as Indeed, Glassdoor, and Zip Recruiter, full-time digital marketing salaries average between $60,000–$70,000; freelancers have the potential to make much more or much less than that, depending on their workload.Since there are so many variables at play, it is difficult to chart freelance job growth; however, the U.S. Bureau of Labor Statistics projects that careers in advertising, promotions, and marketing management will experience a 6% increase over the next decade, which is faster than the average rate.
Every freelance digital marketer will follow a unique career path and, as mentioned previously, there is no specific educational background required. That said, the following are 10 general recommendations for establishing yourself as a digital marketing professional.
The very nature of freelance work means that its many positives are balanced by a few challenges that may discourage some people from pursuing self-employment. Freelance digital marketers must carefully weigh the pros and cons to determine if freelancing is the right fit for their lifestyle, career goals, and personal preferences.
First, the pros of being a freelance digital marketer:
There are also a handful of cons of being a freelance digital marketer:
Deciding to become a freelance digital marketer is a big decision that requires careful consideration and a great deal of confidence. It helps to ask yourself some hard-hitting questions — and answer them honestly! — to determine if you are truly ready to pursue this career.
This last question is important for anyone working independently. Freelancers do not have to work in a vacuum; sometimes, it’s necessary to seek objective opinions or advice from someone you trust. Consulting someone with more industry experience can give you the perspective you need to solve your problems and persevere.
As you pursue a path in freelance digital marketing, you will find what works, what doesn’t, and what you could have done differently along the way. No one can tell you exactly what to do to achieve success, but there are some universal tips that can apply to any freelancer, no matter their field:
Continuous learning is an important part of any freelancer’s journey — but finding the time to attend classes outside of work might be a challenge. Fortunately, there are many online and hybrid courses designed specifically for working professionals, offering flexible schedules that allow course takers to complete assignments when it is convenient for them.
The University of San Diego Division of Professional and Continuing Education offers online professional courses and certificates across multiple industries, including Business, Healthcare, Education, Engineering, and more. If you’re committed to pursuing a career in digital marketing, explore the online opportunities available in the Business division, including the Facebook Digital Marketing Certificate and the Digital Marketing And Outreach Series.
Whatever your professional interests, it is always a wise idea to keep your skills sharp and develop new specialties through professional and continuing education. Explore all the opportunities at USD PCE today.
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