Freelancer vs. Agency vs. In-House: Which marketing support is right for you?

You know you can’t keep doing it all yourself… but what’s the next right move?

Should you bring on a freelancer? Partner with a marketing agency? Or go all-in and build your own in-house team?

It’s a big decision, and it’s one I’ve walked through myself–not just as a business owner, but alongside dozens of clients. I started as a solo freelancer handling only social media and a little email. But over time, client requests grew, new opportunities came up, and I realized I couldn’t meet the demand alone. That’s when Mettle Marketing Co. started to grow into the agency it is today.

Now, we often stand in the gap for businesses that need more than just social media management (though we do offer just social media management still)… but aren’t ready (or able) to build a full marketing team in-house.

So how do you know which option is right for you? Let’s walk through the pros and cons of each, and help you find the path that best fits your current season and where you want to go.

Option 1: Hiring a Freelancer

I know this route well! I was that freelancer!

I started small, managing Instagram accounts and sending newsletters for a handful of clients. For a while, it worked. It was affordable for them, flexible for me, and efficient all around.

Pros:

• Typically more affordable than agencies or in-house hires

• Flexible scope and hours

• Great for specific skill sets like design, writing, or social media

Cons:

• Limited availability (most juggle multiple clients)

• May require more direction or hand-holding (especially if the freelancer is new to the industry)

• Often focused on execution, not strategy

Best for:
Small businesses or startups with clearly defined, specific marketing needs (like content creation or scheduling social media posts).

Option 2: Partnering with a Marketing Agency

As I continued freelancing, my clients began asking for more: SEO, paid ads, full strategy, web copy, and graphic design. And while I loved saying yes, I knew I couldn’t keep up alone. That’s when I started hiring and slowly growing into an agency model.

Today, our team at Mettle Marketing Co. is that sweet middle ground for growing businesses.

We’re often the solution when:

• You’ve outgrown what a freelancer can handle

• You’re not ready to hire in-house

• You need real strategy and execution across multiple platforms

We don’t just post content. We help you build momentum.

Pros:

• Strategic oversight from a team of specialists

• Wider service offerings (not just one area of marketing)

• Easier to scale up or down as your business changes

Cons:

• A larger investment than hiring a freelancer

• May feel less integrated into your day-to-day team

Best for:
Businesses experiencing growth and needing consistent, strategic support without the overhead of building a full-time team.

Option 3: Building an In-House Team

At a certain point, some businesses decide it’s time to bring it all in-house – and that can be a great move!

In-house marketing teams can deeply understand your brand at a level a freelancer or agency may not ever be able to, collaborate closely with leadership and product teams, and work in real time with internal priorities and changes better than a freelancer or agency.

But it’s also the most expensive and management-intensive option. You’ll need to budget not just for salaries, but for benefits, tools, onboarding, training, and oversight.

Pros:

• Full integration with your team culture and operations

• More immediate collaboration and communication

• Ability to build long-term brand voice and content continuity

Cons:

• Higher long-term cost

• Slower ramp-up if you’re starting from scratch

• Requires strong leadership and clear marketing direction

Best for:
Established companies with stable revenue, clear systems, and consistent marketing needs.

At Mettle, we’ve helped a few clients make the transition from agency to in-house. Because we’re not here to keep you dependent on us forever–we’re here to help you build for the future.

Still Not Sure? Ask Yourself:

1. Do I need help with strategy, execution, or both?

2. Is my business in a steady rhythm, or changing rapidly?

3. Do I have the time and skill to manage a marketer directly?

4. What’s my budget? And what’s the real cost of not investing? See our blog on marketing budgets here.

Whether you’re just getting out of DIY mode (or want to), feeling the limits of your current team, or navigating next steps, your decision deserves strategy… not guesswork.

If you’re leaning toward agency support but you’re still unsure, we’d love to walk through it with you. Let’s look at where your business is, where it’s headed, and whether we’re the right fit to get you there.

Book a free discovery call and let’s get clarity on your next right move.