How to Get Started in Freelance Digital Marketing [Guide]

Freelance digital marketing has been on a roll since the pandemic, and it’s only growing. According to reports from Linkedin, digital marketing is one of the top 10 in-demand jobs.

In addition, among the 3.32 billion worldwide employed population, approximately 1.57 billion are freelancers — that’s 47% of the total global employed population. With the continued internet proliferation, remote work culture, and shifting online business trends, freelance digital marketing has come to stay.

If you’re looking to get started in digital marketing as a freelancer, you’ll learn a lot here.

What can you expect to find in this article?

Overview of freelance digital marketing
The steps to getting started in freelance digital marketing
The skills it takes
How to set your rates
The pros and cons of freelance digital marketing
Exclusive advice from three professional freelance digital marketers

Table of Contents

What is Freelance Digital Marketing?

Freelance digital marketing is a form of online marketing done by an independent contractor who helps businesses promote their products or services, and increase brand visibility and revenue through various online channels, such as search engines, social media platforms, emails, and mobile apps, to achieve marketing objectives.

The ultimate aim of any business is to achieve and maintain profitability by solving problems. Whether it’s a start-up or a large corporation, driving sales and building sustainable revenue is a common denominator.

One way businesses achieve this is through marketing. Due to the digital revolution, traditional marketing methods have gradually given way to digital marketing.

Freelance digital marketing isn’t as complicated as it sounds. It boils down to two terms–freelancing and digital marketing.

Freelancing is an independent form of employment where you earn per service rendered on a contract or project basis to multiple clients. As a freelancer, you have the flexibility to work on your terms and the opportunity to earn a competitive income.

Digital marketing, on the other hand, is the promotion of products and services over the internet. With an understanding of the two terms, I’m certain you have a clearer understanding of what freelance digital marketing is about.

A career in digital marketing is worth considering because, with the rise of digital technology and eCommerce businesses, the demand for skilled digital marketers has surged.

Types of digital marketing in demand

Digital marketing is an umbrella name for the different divisions of marketing. The major types of digital marketing include:

Content marketing
Search engine optimization
Marketing automation
Website Analytics
Affiliate marketing
Social media marketing
Pay-pay-click/Google Ads
Email marketing

As a freelance digital marketer, you optimize one or several digital marketing channels to help businesses promote their services or products. This could include finding creative solutions to increase brand awareness and lead generation through free or paid digital channels.

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8 Steps to Get Started in Freelance Digital Marketing

Embarking on a journey to becoming a freelance digital marketer may seem overwhelming, but with the right mindset and strategy, you can thrive as a marketing freelancer.

And the good news is, starting a career in freelance digital marketing doesn’t require a college degree or a huge sum of capital. Those are undoubtedly an added advantage to fast-track your marketing career, but they aren’t absolute must-haves.

Rather, you need a healthy dose of creativity, Usain Bolt learning skills, grit, and patience to study, learn freelance marketing, and implement best practices.

Now, let’s take a closer look at the steps to start your freelance marketing career.

1. Niche down

Niching down helps you build authority faster and makes you a go-to expert in the area of your specialty. Imagine for a moment—you’re down with an ear infection, on getting to the hospital, you find a general practitioner, and you also meet an ENT (ear, nose, and throat) specialist.

Who would you go for? I bet my guess is correct. That’s the power of niching down.

You not only build authority but also become easily identifiable to your target audience. When it comes to freelancing in the digital marketing space, there are countless opportunities to explore and specialize in, some of which include:

Social media marketing

Social media is both an effective and in-demand online marketing channel. With more than half of the world’s population (57.5%) on social media, businesses devote a huge chunk of their overall marketing strategy to social media marketing.

As a social media marketer, you use social platforms such as Facebook, Instagram, Twitter, LinkedIn, and TikTok to connect with a brand’s target audience, build personalized messaging, increase awareness and drive sales.

The core responsibilities of a social media manager include:

Promote brands products and services on social media platforms through organic or paid advertising
Measure social media marketing performance and set marketing targets based on relevant benchmark
Engage, build and interact with the social audience
Research, plan and implement the best social media marketing strategies that fit into overall marketing goals
Carry out competitor analysis, find and implement best marketing trends

Content marketing

With 90% of businesses and marketers investing in content marketing, and 83% of businesses increasing their content marketing budget. It’s clear to see that content marketing is an in-demand segment of digital marketing and worth specializing in.

The core responsibilities of a content marketing manager include:

Create and implement a content strategy that aligns with the business’s overall marketing strategy
Produce and share valuable contents that educate, delights, and informs potential and existing customers
Analyze and implement inbound marketing strategies to generate leads and website conversion.
Identify and analyze web traffic metrics
Optimize content for SEO for increased visibility

As a digital marketer specializing in content marketing, you can attract and engage target audiences by creating and distributing valuable, relevant, and consistent content.

Through the creation of blog posts, videos or infographics. You can build trust with the client’s brand’s audience, ultimately leading to increased conversions and customer loyalty.

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Search engine optimization

Image explaining what is SEO by SEOPros — *Source*

SEO is the process of making your website more visible and relevant to your target audience. By utilizing techniques such as keyword research, meta tags, and link building, you can optimize clients website’s content and architecture to rank higher in search engine results.

The core responsibilities of an SEO specialist include:

Identify and implement relevant SEO trends.
Carry out web analytics to ensure best practices for search engine marketing campaigns
Perform website competitor analysis, and keyword research, and implement proven practices.
Develop and implement on-page and off-page SEO
Optimize website for SEO and SERPs

Pay-per-Click advertising

Pay-per-click (PPC) advertising is a form of online advertising where businesses only pay when a user clicks on one of their ads. The ads are typically displayed on search engine results pages (SERPs) or on websites that are part of an advertising network.

PPC advertising allows businesses to reach highly targeted audiences, as they can select specific keywords and demographics to show their ads to.

The core responsibilities of a PPC specialist include:

Design and implement PPC campaigns that target a specific audience
Measure and analyze PPC campaign results
Ideate and develop an engaging paid search strategy
Identify relevant KPIs and track campaign results

Email marketing

Email marketing experts can utilize emails to create targeted email campaigns that are personalized, and relevant and promote their products, services, or content.

Email marketing allows marketers to track the success of their marketing campaigns through metrics such as open rate, click-through rate, and conversion rate. Also, businesses can automate their email campaigns for efficient lead nurturing.

With 59% of consumers’ purchase decisions being influenced by email marketing. Businesses are not slowing down on their email marketing efforts, making it an in-demand digital marketing niche to specialize in.

The core responsibilities of an email marketing specialist include:

Create and oversee email marketing campaigns
Identify, track and analyze relevant email marketing metrics
Build email lists and segments according to demographics or buyer’s persona
A/B test various email marketing campaign
Set up automated email series or campaign

How to make a smart decision

Waddling through the ocean to arrive at a specific niche can be daunting. However, here are a few questions that can help you narrow down your options.

What marketing skills or experience do you already have?
What are you naturally good at or enjoy doing?
What aspects of digital marketing drive your curiosity?
What aspect has the most opportunity?
What form of digital marketing do you have the available resources to learn?
What aspects of digital marketing have an ever-growing demand?
What are the global marketing present and future forecasted trends?

When making a choice, it’s pertinent to not base your decisions solely on present factors. Keep an eye on future marketing trends and don’t be afraid to experiment with multiple types of digital marketing before settling.

Also, your choice isn’t set in stone; you can always change gears or switch paths in the nearest future.

2. Build relevant skills

You need to acquire relevant marketing skills to be in high demand and earn top dollar.

Relevant marketing skills help you produce results for clients. It’s a great idea to have a blend of hard and soft skills to champion your freelance digital marketing career effectively.

Soft skills such as negotiating, time management, effective communication, multitasking, efficient task scheduling through tools like Freelancer Planner, curiosity, problem-solving, adaptability, and teamwork helps set you apart from the crowd. In addition, help you work well with clients, handle multiple projects at once, and stay relevant in a constantly changing industry.

3. Be flexible with your rates

Rates can be a deal breaker in freelancing. Choosing a pricing strategy that works best for you and your clients is crucial. Hourly rates, project rates, and value-based pricing are all options to consider.

However, remember that undervaluing your work and cutting your prices can ultimately harm your business in the long run. So can setting an unrealistic price.

When setting your rates, be confident in the value of the amazing work you produce and ask for what your skills are worth but also be open to negotiating prices.

Also, if you’re just starting out, it’s important to prioritize gaining experience and to build a network of satisfied clients.

Consider also including incentives for repeat or long-term clients, or bundle services to offer more value for the client. Keep in mind that your rates should reflect the quality of your work, your experience, and the market demands.

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4. Build a personal website

Image screenshot of copywriting professional website — *Source*

Your website is your first media evangelist. It’s the key to unlocking new opportunities and showcasing your skills to a broader audience.

In today’s digitalized world, a professional and compelling website is no longer an option; it’s a must-have. A user-friendly, visually appealing website is the perfect platform to showcase your talents and attract the clients you want to work with.

Building a website from scratch can be overwhelming, but with the help of free platforms like WordPress or Wix, you can create a professional-looking website at a snap without breaking the bank.

In addition to showcasing your skills and services, your website should also serve as an online portfolio of your work, featuring case studies, testimonials, and any other relevant information that helps build trust and credibility with potential clients. With the right website, you’ll be able to take your freelance digital marketing career to new heights.

Finally, make sure to include your contact information so potential clients can easily reach out to you.

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5. Double up your networking efforts

image depicting business networking — *Source*

One of the fastest ways to build a successful freelance career is by building the right relationships and connections through networking.

With the right connections, you get access to key industry information and opportunities.

In today’s digital age, countless networking opportunities are available to you. From social media platforms to physical networking events, the options are endless.

Utilize these platforms to connect with industry experts and potential clients. A digital business card can go a long way in your networking efforts. You can check this resource to find the best digital business card solution to boost your networking.

Don’t be afraid to put yourself out there and connect with the right people.

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6. You need to be mentored

Image depicting mentorship in the workplace — *Source*

A mentor is a guide that can help you navigate the often-unpredictable world of freelancing and give you the support and guidance you need to succeed.

With the help of a mentor, you achieve more in less time by leveraging your vast skills and wealth of experience.

When looking for a mentor, it’s important to find someone with a wealth of experience within your niche. Your ideal freelance marketing mentor can come from your social network, your local community, or a paid mentorship program.

Take the time to research and find a marketing mentor who aligns with your goals and values. In addition, remember to define the relationship and put your best foot forward in building and maintaining a healthy mentor-mentee relationship.

7. Invest in the right knowledge

To build a successful freelance marketing career, it’s essential to be ahead and stay informed about the latest trends and developments. To do this, make a habit of constantly expanding your knowledge.

You can achieve this by staying active on social media; following thought leaders in your niche. Also, taking courses, reading newsletters, signing up for exclusive emails, and listening to podcasts related to digital marketing can provide valuable insights and keep you up to date on the latest trends.

Additionally, it’s important to have an open mind. Learn, unlearn and relearn as best practices are constantly evolving. The more you know and implement, the more valuable you will be as a freelance marketing professional.

8. Outsource some tasks

Starting your career as a freelance digital marketer can be both exciting and overwhelming at the same time. You may feel like you can handle all the projects on your own, but you soon realize that you can accomplish only so many tasks within a limited amount of time. A smart decision will be to outsource some of your work.

Outsourcing allows you to focus on your core responsibilities, while also leveraging the skills and expertise of others to improve your work. Trusting someone else with your projects can be difficult, but the benefits of outsourcing far outweigh the risks.

Not only does it help increase your earnings by allowing you to take on more work, it also frees up valuable time and energy for you to focus on what you do best.

However, when outsourcing, choosing a reliable, skilled professional you can trust is crucial.

Carry out proper research. In addition, check for the job history, portfolio of work, and social media profiles of potential candidates before outsourcing. You could further offer a paid test and communicate job responsibility and expectations for better results.

10 Free Marketing Tools Every Freelancer Will Love

Skills Required to Become a Successful Freelance Digital Marketer

Every profession has the required skills for anyone who wants to build a thriving career. Freelance digital marketing isn’t left out. To become a successful freelance digital marketer, you will need a combination of the following skills:

1. Copy and content writing skills

stock image depicting marketing types — *Source*

Content writing is about creating valuable, informative, and engaging written material for a website or blog. It’s designed to inform, educate, and engage a desired target audience. By using keywords strategically, you can optimize your content for search engines, making it more likely to rank well in search results.

On the other hand, copywriting is about persuasion and triggering an audience to take a desired action, such as making a purchase, signing up for a service, or visiting a website.

Although they are both forms of writing, content writing is specifically designed to engage and inform an audience. While copywriting is designed to trigger an action and lead to increased sales conversions.

2. Search engine optimization

Search Engine Optimization (SEO) is a vital component of freelance digital marketing, as it helps to ensure that a website or blog ranks well in search engine results pages (SERPs). The higher a website or blog ranks in SERPs, the more likely it is to be seen by potential customers.

Techniques important for SEO include:

Keyword research: Identifying the keywords and phrases that potential customers are searching for, and then including these keywords in website or blog content, meta tags, and alt tags.
On-page optimization: Optimizing website or blog content, images, and videos to ensure they are search engine friendly.
Off-page optimization: Building high-quality backlinks to a website or blog, can help to improve its authority and search engine rankings.
Technical optimization: Ensuring that the website or blog is mobile-friendly, has a fast loading time, and is secure.

screenshot of SEO results in Google search — *Google search results optimized by marketers*

As a freelance digital marketer, it’s important to stay up-to-date with the latest SEO best practices and algorithm ranking updates.

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3. Marketing analytics and tracking

Marketing analytics is the process of measuring, managing, and analyzing data from marketing campaigns to improve their effectiveness and ROI.

As a digital marketer, it is essential to have a good understanding of marketing analytics to evaluate the performance of campaigns, identify areas for improvement, make data-driven decisions, and give a detailed report to the management team.

With a deepened understanding of marketing analytics, you interpret the morse code to stakeholders, who may not otherwise understand the results.

Also, with the help of marketing analytics, it’s possible to identify patterns, trends, and insights that can help you make data-driven decisions to improve the overall performance of your campaigns, measure results, and increase the ROI.

Content marketing dashboard — *Image courtesy of Chartio*

Some of the marketing metrics you’ll track and analyze include: open rate, website traffic conversion rate, conversion funnel rate, average lead rate, click-through rate, unique visitors, etc.

4. Brush up your business skills

It’s important to have strong business skills to build your freelance personal brand and close better deals successfully. These skills can help you effectively manage your business, yourself, and your clients.

Essential business skills for freelance digital marketing include the following.

Time management: The ability to prioritize and manage your time effectively is crucial for meeting deadlines, staying on top of multiple projects, and ensuring your business runs smoothly.
Effective communication: Clear, effective communication is essential for building relationships with clients, and conveying your ideas and suggestions to them.
Project management: The ability to manage and organize different projects, tasks, and timelines is essential for effectively delivering projects on time and within budget and deadline.
Financial management: Understanding your finances, including budgeting, invoicing, and taxes, is essential for running a successful freelance business.
Business development: The ability to find new clients, and expand your business is an important skill for long-term success.

How Much do Freelance Digital Marketers Earn?

According to Indeed, the average hourly rate for freelance marketers is around $50 to $200 per hour.

On Upwork, the case is slightly different, as the average rate for digital marketers is $15 to $45 per hour.

As a freelance digital marketer, your earning potential can vary greatly depending on various factors, such as your experience level, and the complexity of the services you offer.

It’s also worth noting that freelance marketing rates may vary depending on your location. For instance, freelance digital marketers in the United States or Western Europe may charge more than those in other parts of the world, but that isn’t always the case.

Additionally, some freelance digital marketers opt for working on a project basis, which can lead to higher overall combined earnings.

Here’s how to work out your rates as a freelance marketer

First of all, you need to decide on your preferred payment schedule. Also, find out the payment schedule your potential client is open to.

The three popular payment schedules for freelancers include the following.

Hour-based payment: Works best if you’re just starting out and require more paid time to complete a task. As a freelancer, it is up to you to determine the fixed hourly rate you intend to charge. The best way to arrive at this rate is by dividing what you want to earn in a month by the number of hours you’re willing to work per month. For instance, if you intend to earn $2,000/month and are willing to work 80/hours/month then you’ll most likely fix your hourly rate at $25/hr.
Flat rate per project: Works best for experienced professionals. In this category, you get paid for the value of work done or completed and not based on the hours you’ve worked. Set a flat rate based on your experience level, desired earnings, and industry-standard rate.
Monthly retainers: Recurring payments freelancers earn for an estimated duration of work, most especially for long-term projects. The unique advantage of a retainer fee over other payment forms is the security and payment stability it comes with.

Other factors to consider when deciding your rates

Level of experience: Your level of experience and expertise in the industry should be top of mind when setting your rate as a digital marketer. As you gain more experience, you can increase your rates, and showcase your improved portfolio of successful projects to potential clients.
Market rates: Researching the rate of other freelance digital marketers can give you an idea of what the market rate is for your services, and help you set your rates accordingly.
Services offered: The specific services you offer, such as SEO, PPC, social media marketing, email marketing, or content writing, should also be considered when setting your rates.
Specialized services such as PPC, video marketing, and SEO may require a higher rate than generalized services.
Expenses: It’s essential to consider all the expenses that come with running your business, such as taxes, software subscriptions, utility bills, and equipment. Factor them in when setting your rates to ensure you make a profit.
Negotiation: Remember that as a freelance digital marketer, you should be confident in your abilities and the value you bring to the table. Be prepared to negotiate your rates with clients, and always be willing to compromise on rates for long-term projects or the potential for future business.

Freelance Digital Marketing Cons and Pros Worth Considering

Every career path has its mountains and valleys; freelance digital marketing isn’t left out. Let’s examine the pros and cons of freelance digital marketing.

Pros

Flexibility: This is one of the biggest advantages of being a freelance digital marketer. You have the freedom to work from anywhere and set your working schedule.
Control over your career: As a freelancer, you have control over your career and the direction it takes. You can choose which projects you work on and who you work with based on your values and preferences.
Potential for high earning: With the right skills and experience, freelance digital marketers can earn a high income, and have the potential to increase their earnings as they gain more clients and experience.
Continuous learning: Digital marketing is a dynamic field, and as a freelancer, you are constantly learning new skills and staying up-to-date with the latest trends and technologies.

Cons

Lack of stability: One of the major downsides of being a freelance digital marketer is the lack of stability. You may not have a steady income, clients, or other added employee benefits.
Isolation: Freelancing can be a lonely street. We all need a cheering-up or motivation occasionally to get work done. But with freelancing, it can be difficult to find the support and motivation needed.
Responsibility for your taxes and work expenses: As a freelancer, you have to take care of your taxes, health benefits, and other expenses, which can be an added burden to your income.
Difficulty in separating work and personal life: The flexibility of freelancing can also be a drawback, as it can be difficult to separate work and personal life.

Do You Have What It Takes to Become a Freelancer?

While freelancing is an exciting career, you need to be sure you’re cut out for it. Being your boss may sound fancy on paper, but it means taking more risks.

When considering becoming a freelance digital marketer, it’s important to weigh the pros before deciding if freelancing is your True North.

The two tips below can help you fasten your grip if you’ve decided on a career in freelancing.

Get comfortable with overcoming challenges

While the advantages of being an independent employee are far-reaching. Some of its implications are that you are responsible for finding your clients and managing projects unsupervised.

That’s not all; it also means that your income can be unpredictable, and you have to invest heavily in knowledge to stay ahead of the industry competition.

However, it’s important to remember that challenges are a part of growth and learning and can ultimately help you to build a successful personal brand.

Build a healthy saving culture

It’s essential always to be prepared for rainy days, when work may be slow or unexpected expenses arise. One of the best ways to build a healthy saving culture is by putting away a portion of each paycheck.

Below are more tips to help you build a healthy saving culture 👇🏻

Set a specific savings goal: Determine how much money you want to save from each paycheck and stick strictly to it.
Automate your savings: Set up automated transfers from your freelance account to your savings account. It saves you from the stress and temptation of doing it manually.
Track your expenses: Keep track of your expenses, including bills, taxes, and other fixed costs. This will help you understand where your money is going and where you can cut back.
Create a budget: Create a budget that includes your fixed costs, savings goal, and other expenses. This will help you stay on track and reach your savings goal.
Spend wisely: Avoid unnecessary expenses and invest wisely. This will help you save more and compound your interest in the long run. Financial discipline is key to achieving your savings goals. It’s in your best interest to have saved enough to cover your living and business expenses for at least three months if you ever lose your client.

Quick Guide to Landing Your First Client as a Freelance Marketer

Excited to land your first client? Here are a few tips to help you get started; let’s go!

Network: Networking is one of the most effective ways to find freelance work. 60% of jobs are found through networking. Attend industry events, join professional groups and clubs, and connect with other professionals to increase your chances.
Build a portfolio of relevant work: Create a portfolio of your work to showcase your skills and experience. This will help potential clients understand your capabilities and the value you can bring to their projects.
Utilize online job platforms: Many online platforms such as Upwork, Freelancer, Glassdoor, and Indeed connect freelancers and other job seekers with clients. 52% of job applications come from job boards. Creating a profile on these platforms and bidding for relevant projects increases your chances of getting a job.
Leverage social media: Use social media to promote your services and connect with potential clients. 84% of Organizations recruit through social media, making it the best platform for job hunting. Create a professional profile on social media platforms like LinkedIn. Avoid posting things that put you in the wrong light. Rather build and actively share your portfolio plus other relevant industry updates.
Reach out to your contacts: Keep in touch with your professional network and let them know you’re available to work. They may have an upcoming project to outsource or can refer you for an open role.
Be persistent and patient: Finding freelance work may take time and effort. Be persistent in your search for work, and keep going even if you don’t find work immediately.

With a willingness to continuously learn and adapt to the ever-changing digital landscape, you can land your first client and build a thriving freelancing marketing career.

Advice From Digital Marketing Professionals

Before we draw the curtains on this in-depth guide, I’d like to share some awesome advice from a few digital marketing professionals who were kind enough to respond to me.

Question 1: How can freelance marketers land their first client, in your experience?

Answer from Bukenya Siraje:

You must get the right digital marketing tools to start. If not, then work with experienced partners like DashClicks to help with case studies.

Answer from Chioma Elizabeth:

Be flexible with your rates. For instance, if a new client reaches out to you with a budget that is less than your standard rate, rather than refusing the offer, down-sell your services to accommodate the client’s budget.

By doing this, you let the client in on what you’re capable of. That can be the trigger that helps you land a loyal client who is willing to pay you a premium going forward.

Answer from Joshua Agaba:

For freelancers who want to land their first client…Before sending pitches, contacting clients, or applying for gigs, have something to offer. You don’t have to be an expert — everyone starts from level 0. But no one will pay you just because you bear the title, “content marketer” or “freelance writer.”

Also, you need good communication skills. Your clients (and even your network) will not only judge you by what you do but also will watch how you communicate with them.

Lastly, be ready for objections and rejections. That’s it.

Question 2: What mistake will you advise freelance digital marketers to avoid?

Answer from Bukenya Siraje:

Avoid doing anything without adequate research.

Answer from Chioma Elizabeth:

Avoid being shady or insincere in your marketing efforts. Don’t tell lies to promote a product or sugarcoat its benefits. It makes you lose the trust of your audience in the long run.

Answer from Joshua Agaba:

Avoid complacency and never think you know it all.

Wrap Up

Digital marketing is an in-demand career with a plethora of opportunities.

As the digital marketing landscape continues to evolve and grow, the need for skilled digital marketers will keep ballooning.

Take advantage of the growth and jump in today; start your career in freelance digital marketing, and you may soon have a fast-growing business.

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About The Author

Okereke Daniella

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