How to Become a Freelance Digital Marketer: Your 12-Step Career Guide

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.

What Is a Freelance Digital Marketer?

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.

What Does a Freelance Digital Marketer Do?

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:

• Market research: Conducting market research is essential for identifying consumer needs, preferences, and trends. Freelance marketers analyze this data to uncover insights that help them tailor marketing campaigns to resonate with the target audience.

• Branding and positioning: Freelance marketers may assist businesses in developing a strong brand identity and positioning in their market. This involves creating brand messaging, visual assets, and a unique value proposition that sets the client apart from competitors and appeals to the target audience.

• Content creation: Content plays a crucial role in building brand trust and familiarity. Freelance marketers may create various types of content such as blog posts, articles, social media posts, videos, infographics, and more to engage with a specific audience, build brand awareness, and drive traffic to the client’s website or social media channels.

• Digital campaign management: Freelance marketers are responsible for planning, executing, and monitoring marketing campaigns to ensure they meet the client’s objectives. This involves setting campaign goals, selecting appropriate channels, creating campaign assets, managing budgets, and analyzing campaign performance.

• Analytics and reporting: Marketing is nothing without metrics! Freelance marketers use various analytics tools to track key performance indicators (KPIs) such as website traffic, conversion rates, engagement metrics, and return on investment (ROI). They provide clients with detailed reports that reveal campaign results and highlight opportunities for improvement.

• Client communication: Effective communication is vital for freelance marketers to understand client expectations, provide updates on project progress, and gather feedback. They often act as a liaison between the client and other stakeholders, ensuring clear and timely communication throughout the project lifecycle.

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. 

Seeking specialized skills? Explore our Digital Marketing Series now! >>

Freelance Digital Marketing Skills

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.

Technical Skills

• Digital marketing fundamentals: A solid understanding of SEO, SEM, social media marketing, email marketing, content marketing, PPC advertising, conversion optimization, and more.

• Analytical skills: Proficiency in data analytics tools like Google Analytics, Facebook Insights, and others to measure the effectiveness of marketing campaigns.

• Content creation: Writing skills for blog posts, articles, social media posts, ad copy, email newsletters, and more. Knowledge of graphic design and video editing can also be valuable.

• SEO knowledge: Familiarity with on-page and off-page SEO techniques, keyword research, link building, and changes to search engine algorithm behavior.

• Social media management: Proficiency in managing social media accounts across platforms like Facebook, Twitter, LinkedIn, Instagram, and others; creating content calendars, scheduling posts, engaging with followers, running paid ad campaigns, and analyzing social media metrics.

• Paid advertising expertise: Skill in creating effective ad campaigns, targeting the right audience, setting budgets, and optimizing ad performance for maximum ROI. Knowledge of PPC advertising platforms like Google Ads, Facebook Ads, and LinkedIn Ads.

• Email marketing skills: Experience in designing and executing email marketing campaigns, including building email lists, creating engaging email content, segmenting audiences, A/B testing, and analyzing email campaign metrics to improve performance.

• Marketing automation: Familiarity with marketing automation tools like HubSpot, Mailchimp, or Marketo to streamline processes and improve efficiency in executing marketing campaigns.

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. 

Interpersonal Skills

• Communication: Freelance digital marketers must be able to articulate ideas, listen actively to clients’ needs, and convey information in a concise and understandable manner. Strong written and verbal communication skills are essential for collaborating with clients and their teams.

• Client management: Freelancers often work directly with clients, so building and maintaining positive client relationships is key. This includes being responsive to client inquiries, managing expectations, providing regular updates on project progress, and addressing any concerns or feedback in a professional manner.

• Time management: Freelancers must be able to juggle multiple projects and deadlines effectively. They must be adept at prioritizing tasks, setting realistic timelines, meeting project milestones on time, working efficiently, and staying organized.

• Adaptability: Digital marketing is constantly evolving, so freelance marketers should be able and willing to learn new skills, embrace emerging technologies, and alter their strategies to meet shifting industry trends and client needs. 

• Problem-solving: Freelancers should be able to think critically, analyze situations, and devise creative solutions to overcome challenges and achieve project goals. The ability to troubleshoot issues and find innovative ways to address client needs is invaluable.

• Collaboration: While freelancers often work independently, collaboration is still an important aspect of the job. They may need to collaborate with other freelancers, agencies, or internal teams to deliver comprehensive marketing solutions. 

• Empathy: Understanding differing needs and perspectives requires putting oneself in others’ shoes. Freelancers should be able to empathize with others to better understand their motivations, challenges, and preferences so they can tailor their strategies and messaging to resonate with a target audience.

• Networking: Building a strong professional network is essential for finding new clients, collaborating with other professionals, and staying updated with industry trends. Freelancers who know how to build relationships and leverage networking platforms like LinkedIn can vastly expand their opportunities.

Freelance Digital Marketer Education

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.

• Bachelor’s degree in marketing, business, or a related field: While not strictly necessary, a bachelor’s degree in marketing, business administration, communications, or a related field can provide a solid foundation of knowledge in marketing principles, consumer behavior, branding, and communication strategies. Many universities offer programs specifically focused on digital marketing or include coursework in digital marketing within broader marketing programs.

• Specialized courses and certifications: Certificates are common among career changers who may already have a degree in a different field. Fortunately, there are thousands of online courses, workshops, and certification programs that specifically focus on digital marketing skills and techniques. Examples include courses on platforms like Coursera, Udemy, LinkedIn Learning, and HubSpot Academy. Obtaining certifications from reputable organizations such as Google (e.g., Google Ads, Google Analytics) or HubSpot can also enhance credibility and demonstrate expertise in specific areas of digital marketing.

• Self-study and practical experience: Many successful freelance digital marketers are self-taught or learn through hands-on experience. Freelancers can hone their digital marketing skills using the abundance of free resources available online, including blogs, tutorials, videos, and forums. Building a portfolio of real-world projects, internships, or freelance work can also provide valuable practical experience and demonstrate competency to potential clients.

• Continuous learning and skill development: The digital marketing landscape is constantly evolving, so freelance digital marketers must commit to pursuing professional development to stay ahead of industry trends and best practices. This can involve staying updated with industry blogs, attending webinars and conferences, participating in online communities, and experimenting with new tools and strategies such as artificial intelligence (AI) and experiential marketing.

Freelance Digital Marketing Salary and Job Outlook

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.

12 Steps to Become a Freelance Digital Marketer

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. 

1. Explore specializations: Digital marketing encompasses many specializations such as SEO, social media marketing, content marketing, email marketing, and PPC advertising. Take time to explore these areas to identify which aligns best with your interests and strengths.

2. Decide on a specialty: Choose a specific area within digital marketing to specialize in, such as social media advertising for eCommerce businesses or content marketing for tech startups. Focusing on a niche allows you to become an expert in a particular area and stand out from the competition.

3. Pick an ideal client or industry: Determine the type of clients or industries you want to work with based on your interests, expertise, and market demand. Consider factors such as company size, budget, and values when selecting your target clients.

4. Complete the right training: Invest in training programs, courses, or certifications to develop your skills and knowledge in your chosen specialization. Look for reputable online courses, workshops, or industry certifications to gain applicable expertise.

5. Gain relevant experience: Seek opportunities to gain hands-on experience through internships, freelance projects, or volunteer work. Building a track record of successful projects will enhance your credibility and attract clients.

6. Build and showcase your portfolio: Create a portfolio showcasing your past projects and achievements, including any performance data you have collected that demonstrates campaign success. Highlight your expertise, creativity, and problem-solving skills to illustrate your value to potential clients. Don’t have much work experience yet? Build a portfolio of sample “dream projects” to demonstrate the kind of work you want to execute. 

7. Build your online presence: Establish a professional online presence by creating a website to showcase your services and portfolio. Consider starting a marketing blog to share industry insights, tips, and case studies to attract and engage potential clients. Leverage those SEO skills to get found online!

8. Build a network: Network with other professionals in the industry through online communities, social media, industry events, and networking groups. Building relationships with peers, mentors, and potential clients can lead to referrals and new opportunities.

9. Determine your pricing: Set your pricing structure based on factors such as your expertise, market rates, and the value you provide to clients. Consider pricing models such as hourly rates, project-based fees, or retainer agreements.

10. Register your business: Register your freelance business, obtain any necessary licenses or permits, and set up accounting and invoicing systems. Ensure compliance with any applicable legal and tax requirements.

11. Promote your business: Develop a marketing strategy to promote your services and attract clients. Utilize digital marketing channels such as social media, email marketing, content marketing, and networking to reach your target audience and generate leads. The success of your own marketing efforts will also demonstrate your abilities to potential clients!

12. Send proposals to clients: Craft personalized proposals for potential clients outlining your services, expertise, and how you can help them achieve their goals. Tailor your proposals to address the specific needs and challenges of each client to increase your chances of winning projects.

Pros & Cons of Freelance Digital Marketing

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:

• Flexibility: Freelancers have the freedom to set their own schedules, choose their clients, and work from anywhere with an internet connection, providing a level of autonomy not often available in full-time employment.

• Variety of projects: Depending on their specialty, freelance digital marketers can work with a diverse range of clients and industries, which offers opportunities to tackle interesting projects, learn new skills, and avoid monotony.

• Unlimited earning potential: Freelancers have the potential to earn higher incomes compared to traditional employment, since they can set their own rates, take on multiple clients simultaneously, and negotiate higher fees for specialized services or expertise.

• Work-life balance: Self-employed professionals have greater control over their work-life balance, which allows them to prioritize personal commitments, hobbies, and interests while managing their workload to avoid burnout. However, this depends on one’s ability to draw boundaries around their work and personal lives; those who don’t risk burning out. 

• Professional growth: Freelance digital marketing provides opportunities for continuous learning and skill development as freelancers navigate different projects, industries, and challenges, gaining valuable experience along the way.

There are also a handful of cons of being a freelance digital marketer:

• Inconsistent income: Freelancers in any industry may experience fluctuations in income due to factors such as seasonality, project delays, or inconsistent client demand, requiring careful budgeting and financial planning to manage cash flow.

• Client acquisition and management: Finding and securing clients can be challenging, especially for new freelancers without an established reputation or network. Additionally, freelancers must dedicate time and effort to communication and relationship-building to maintain positive client partnerships (and a strong reputation).

• Lack of benefits: Freelancers typically do not receive employee benefits such as health insurance, retirement plans, paid time off, or sick leave, which requires them to fund their own benefits or seek alternative solutions for healthcare and financial security.

• Administrative tasks: While this may not be a con for everyone, freelance administrative tasks such as invoicing, accounting, taxes, and legal compliance can be time-consuming and detract from billable work.

• Isolation: Many people who freelance enjoy working alone, but too much solo work can lead to feelings of isolation and loneliness. Without colleagues or a team to collaborate with, freelancers may miss out on the social interaction and support found in full-time employment.

10 Questions to Ask Yourself

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. 

1. Am I comfortable with uncertainty and variability in income?
2. Do I have the discipline to manage my time effectively and stay productive without supervision?
3. Am I confident in my ability to market myself and acquire clients?
4. Do I possess strong communication skills to effectively collaborate with clients and team members?
5. How well do I handle rejection and setbacks?
6. Am I committed to continuous learning and staying updated with industry trends and best practices?
7. Do I have the financial stability to cover business expenses and personal needs during slow times?
8. Am I capable of multitasking and managing multiple projects simultaneously?
9. Am I passionate about digital marketing and willing to invest the time and effort required to succeed in this field?
10. Is there a professional mentor I can talk to when I’m struggling to solve a problem in my work?

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. 

Tips for Success as a Freelance Digital Marketer 

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: 

• Treat it like a business: Just because you work by and for yourself doesn’t mean you aren’t a legitimate business. Approach freelancing as a business venture and invest time in creating a business plan, setting goals, and developing a marketing strategy. Treat clients professionally and maintain clear communication to build a reputation for reliability and quality.

• Set yourself apart: Identify a niche or specialization within digital marketing where you can excel and stand out from the competition. Position yourself as an expert in your niche and attract clients seeking your specialized skills. Even if you don’t have a niche, demonstrate that you can tailor your services to each client and add value to their business.

• Charge what you are worth: Don’t undervalue your skills. Confidently communicate your rates based on the quality of your work and the results you deliver. Regularly review and adjust your pricing to reflect your growing expertise, experience, and the value you provide to clients.
• Set boundaries and take breaks: Establish clear boundaries between work and personal life to maintain a healthy work-life balance. Define your working hours, set realistic expectations with clients, and prioritize self-care to prevent burnout and maintain productivity. Schedule regular breaks, vacations, and downtime so you can return to work with renewed focus and energy.
• Continuously learn and adapt: Stay updated with the latest trends, technologies, and best practices in digital marketing through ongoing learning and professional development. Experiment with new strategies, tools, and techniques to stay ahead of the curve and adapt to changes in the industry and client needs. Embrace feedback, learn from failures, and continuously iterate and improve your approach to ensure long-term success. 

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.