So you’ve decided to take the plunge and hire a freelance marketer. A sound choice may I add. But here’s where many business owners hit their first stumbling block: they dive headfirst into hiring without a proper game plan.
The result? Endless scrolling through freelancer profiles, getting overwhelmed by choice, or worse – ending up with someone who promises the world but delivers something that looks like it was designed in 1999.
With over 15 combined years working agency side, client side and as a freelancer, I’ve witnessed the full spectrum of hiring decisions. I’ve seen agencies make poor hires that cost clients thousands, been part of hiring teams myself, and helped businesses navigate this exact process from every angle. I know what works (and what spectacularly doesn’t). Whether you’re hiring your first freelancer or you’ve been burned before, this guide will walk you through every step of finding, vetting, and working with the right marketing professional for your business.
Before You Start Searching For A Freelance Marketer: Get Your House in Order
Consider this your step-by-step roadmap to making your first freelance hire a resounding success.
Define What You Really Need
Start with the end in mind. What specific marketing challenges are keeping you awake at 3am? Is it:
- Brand messaging that sounds like everyone else’s?
- Social media that’s about as engaging as watching paint dry?
- A website that converts about as well as a chocolate teapot?
- Content that you never seem to have time to create?
Write down your top three marketing pain points. Be specific. “I need better marketing” is about as helpful as “I need more money” – technically true, but not actionable.
Set Your Budget Realistically
The thing about freelance marketing is that you often get what you pay for. That £5-per-hour “social media expert” from overseas might seem tempting, but remember – if it sounds too good to be true, it probably involves “borrowed” stock photos and Google Translate.
Budget guidelines for UK freelance marketers:
- Basic content creation: £25-50 per hour
- Specialist skills (strategy, design, copywriting): £50-100 per hour
- Senior strategic consultancy: £100+ per hour
Don’t forget to factor in project scope. A comprehensive brand strategy might cost £3,000-8,000, whilst ongoing social media management could be £800-2,000 per month.
Determine Your Timeline
Are you looking for someone to start yesterday because you’ve got a trade show next month? Or do you have the luxury of finding the perfect fit over the next few weeks?
Quality freelancers are often booked 2-4 weeks in advance, so if you need someone immediately, your options might be more limited. It’s like trying to book a table at a decent restaurant on Valentine’s Day – the good ones require a bit of forward planning.
The Hunt: Where to Find Top-Notch Freelance Marketers
Skip the Race-to-the-Bottom Platforms
Whilst Fiverr and Upwork have their place, they’re often filled with freelancers competing purely on price. For strategic marketing work, you want someone who competes on value.
Better places to look:
- LinkedIn: Search for marketing freelancers in your area or industry
- Industry-specific job boards: Marketing Week Jobs, The Drum Network
- Professional networks: Ask fellow business owners for recommendations
- Freelancer directories: Malt, Working Not Working
- Social media: Many freelancers showcase their work on Instagram and Twitter
Look for These Freelance Marketer Green Flags
When you’re browsing profiles or portfolios, keep an eye out for:
Professional presentation: Their own marketing should be impressive. If they can’t market themselves effectively, how will they market you?
Relevant experience: Look for freelancers who’ve worked with businesses similar to yours in size or industry.
Clear communication: Do their emails and messages sound professional? Communication skills are crucial for any marketing role.
Social proof: Client testimonials, case studies, LinkedIn recommendations, or examples of successful campaigns.
Ongoing learning: The best marketers stay current with trends, platforms, and best practices.
The Interview Process: What Questions Should You Be Asking A Freelancer
Initial Screening Questions
Before you dive into detailed discussions, use these questions to quickly filter candidates:
- “What’s your availability over the next 8 weeks?”
- “What’s your experience with [reference your specific industry/challenge]?”
- “Can you share an example of a similar project you’ve worked on?”
- “What’s your typical project process from start to finish?”
- “What information would you need from me to provide an accurate quote?”
Deep-Dive Interview Questions
For candidates who make it through the initial screening:
Strategic thinking: “If you were to audit our current marketing, what would you look for first?”
Problem-solving: “Describe a time when a marketing campaign didn’t go as planned. How did you handle it?”
Communication style: “How do you prefer to communicate with clients during a project?”
Results focus: “How do you measure success in your marketing work?”
Process questions: “Walk me through how you’d approach our specific challenge.”
Red Flags to Watch Out For
- Vague answers about their process or experience
- Guarantees of specific results (no legitimate marketer can guarantee viral content or exact conversion rates)
- Reluctance to provide references or examples of previous work
- Pressure tactics to sign contracts immediately
- Significantly underpriced quotes (often indicates inexperience or corner-cutting)
Evaluating Proposals and Making Your Decision
Compare Apples to Apples
When you receive proposals, don’t just look at the bottom line. Consider:
- Scope of work: Are they proposing the same deliverables?
- Timeline: How long will each freelancer take?
- Communication: How often will you receive updates?
- Revisions: How many rounds of feedback are included?
- Additional costs: Are there expenses for stock photos, tools, or advertising spend?
The Portfolio Deep Dive
Don’t just glance at pretty pictures. Ask yourself:
- Do their previous clients’ businesses look successful?
- Can you see clear before/after improvements in their case studies?
- Does their style align with your brand vision?
- Have they worked with businesses at your stage of growth?
Trust Your Gut (But Verify with Facts)
Sometimes you’ll meet a freelancer who just “gets it” – they understand your business, ask insightful questions, and present ideas that excite you. That’s valuable.
But also verify their enthusiasm with concrete evidence of their capabilities.
Setting Up for Success: Onboarding Your Freelancers
Create a Proper Brief
Once you’ve chosen your freelancer, invest time in creating a comprehensive brief. Include:
- Business background: What you do, who your customers are, your main competitors
- Project objectives: What you want to achieve and how you’ll measure success
- Brand guidelines: Logos, colours, fonts, tone of voice
- Budget and timeline: Be crystal clear about both
- Communication preferences: How often you want updates and via which channels
Establish Clear Communication Protocols
Agree upfront on:
- Regular check-ins: Weekly calls, email updates, or project management tools
- Feedback process: How you’ll provide input and how many revision rounds are included
- Emergency contact: What constitutes urgent and how to reach each other
- File sharing: Where you’ll store and share documents, images, and other assets
Set Realistic Expectations
Remember, even the best freelancer isn’t a mind reader. The more context and guidance you provide upfront, the better your results will be.
Managing the Relationship Long-Term
Pay Promptly
Nothing damages a freelance relationship faster than late payments. Most freelancers work with multiple clients and need reliable cash flow. Stick to your agreed payment terms religiously.
Provide Constructive Feedback
If something isn’t quite right, explain specifically what you’d like changed and why. “I don’t like it” isn’t helpful feedback. “The tone feels too formal for our audience – could we make it more conversational?” is gold.
Plan Ahead
Good freelancers book up quickly. If you know you’ll need support for a product launch in three months, start the conversation now.
When Things Don’t Go to Plan
Early Warning Signs
- Work quality that doesn’t match the portfolio you saw
- Missed deadlines without communication
- Poor communication or delayed responses
- Scope creep where they keep asking for more money for originally agreed work
How to Address Issues
- Have an honest conversation about your concerns
- Document everything in writing
- Give them a chance to improve with specific feedback
- Know when to cut your losses if things aren’t working
Ending the Relationship Professionally
Sometimes it just doesn’t work out, and that’s okay. End things professionally:
- Pay for work completed
- Provide honest but constructive feedback
- Return any materials or access they’ve provided
- Keep the door open for future opportunities if appropriate
The Bottom Line
Hiring your first freelance marketer might feel daunting, but with the right approach, it can be one of the best business decisions you make. Take time to prepare, ask the right questions, and choose quality over bargain prices.
Remember, you’re not just hiring someone to execute tasks – you’re bringing on a strategic partner who can help transform your marketing from “meh” to “magnificent.”
The freelance marketing world is full of talented professionals who are passionate about helping businesses like yours succeed. Your job is simply to find the right match for your specific needs and budget.
Ready to start your search? Use this checklist as your guide, trust the process, and prepare to see your marketing efforts finally start delivering the results you’ve been hoping for.
Good luck – you’ve got this!
Finding the right fit takes time, but it’s the best investment you can make for your growth. For more help, you can browse our other marketing insights or, if you’d like a second pair of eyes on your strategy, feel free to see how we support SMEs.
