Guide
Agency, in-house team or freelancer?
There's no best choice, only a fitting one: an in-house marketer suits daily work you can manage, a freelancer suits a defined task, an agency suits several disciplines at once. This guide puts the trade-offs side by side. Note: FOR3 is an agency; we try to be honest about when that isn't the right answer.
An in-house marketer
Fits when marketing is daily work and you can manage someone. The upside: knowledge of your business and constant availability. The downside: one person rarely covers everything from strategy and technology to design and ads. Budget for tools, training and cover on top of salary.
A freelancer
Fits a defined task, such as a campaign or a technical job. The upside: flexible and often specialised. The downside: continuity depends on one person, and you have to hold the pieces together.
An agency
Fits when you need several disciplines and don't have time to manage them. The upside: breadth and continuity. The downside: less knowledge of your business at first, and at large agencies sometimes little contact with the people doing the work.
Combinations often work best
An in-house marketer with an agency for technology and specialist work, or an agency supported by a freelancer. Agree who is responsible for what.
What must be right whatever you choose
Accounts, data and domains registered to your own company. Agreements about what happens when the relationship ends. And tracking that shows what the work delivers, regardless of who does it.
Five questions to decide
How many disciplines do you need?
One task, or strategy, technology, content and ads together.
Who manages the work?
Do you have the time and knowledge to steer it?
How important is continuity?
What happens if someone is ill or leaves?
Who owns what?
Accounts, data and content.
How will you measure results?
Independently of who does the work.
Frequently asked questions
When would you advise against an agency?
When the work is small and well defined, or when you already have someone doing it well who only needs occasional help.
What does each option cost?
See our guide on the cost of outsourcing marketing for the pricing models and what to compare with an in-house hire.
Can FOR3 work with my in-house marketer?
Yes. We agree up front who does what.
Request a Growth Scan
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The Growth Scan is FOR3's digital marketing and website audit: findability, message, proof, enquiry route and follow-up, with a baseline, a priority plan and a review with the founder.
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