Should you hire a Marketing Freelancer or Full-Time staff?

As someone who's been both, let me unpack your options

To expand and grow, business owners need to attract new customers, build brand recognition, and boost sales. Usually, they think about hiring a full-time marketer. But, in the volatile economy, could a freelancer be a better option? As someone who's been both, let me unpack your options. And yes, I'll be impartial even though I'm a freelancer now because, as you'll read below, businesses that need a full time staff might not be a great fit as a client!

Why a Marketing Freelancer Might Make Sense for Your Business

1. Cost Savings

The biggest reason why a business might consider using a freelancer rather than a full time staff is the savings not just in salary but the additional costs such as office expenses, equipment, and days off.

A full-time Marketing Specialist in New Zealand typically earns between NZD $62,000 and $122,000 annually, with Marketing Managers commanding an average of around NZD $128,400 per year, these figures represent only the base salary. The actual cost of employment extends far beyond this as costs such as contribution to KiwiSaver, ACC Levy on gross salary, paid leave, including annual leave, sick pay, and public holidays, none of which are typically paid to freelancers. Additionally expenses associated with an in-house employee include providing office space, equipment such as laptops and software can add up. While a general guideline suggests allocating 5-10% of revenue to marketing, the breakdown of these costs illustrates how quickly the total expenditure for an in-house role accumulates.

Even if a freelancer's hourly rate appears higher on paper, the absence of these significant overheads and paid leave often allows the business to allocate its marketing budget more directly towards the costs of marketing (eg. advertising spend). This approach also provides access to specialised expertise without the need to hire multiple full-time specialists, which would otherwise lead to a rapidly increasing payroll.

Note: Figures are illustrative and based on available data, subject to variation based on specific roles, experience levels, and business needs. Freelancer costs represent direct service fees, with no additional employer overheads.

2. Scale as You Grow

The dynamic nature of business, particularly for SMBs in New Zealand, necessitates marketing strategies that can pivot quickly in response to market shifts. Hiring a freelancer offers agility and the ability to scale up or down to revolve around the business' needs.

Beyond merely scaling volume, freelancers enable resourcing for project-based needs. Many marketing initiatives, such as a new product launch, seasonal campaigns or a new website, are finite in scope. A business might require high-level expertise for a few months, not continuously. Freelancers, however, provide expertise when you need it for a defined scope and duration. This ensures that specialised skills are acquired precisely when and for how long they are required, preventing the underutilisation of in-house talent.

3. Building Long-Term Partnerships with NZ expertise

A common misconception is that freelancers are only suitable for short, one-off jobs. However, virtual marketer services can strategise and execute marketing plans with a long term view.

This retainer model transforms the relationship from a simple transactional exchange into a continuous, strategic partnership. A freelancer on retainer becomes intimately familiar with the business's evolving needs, market, and goals. This deep understanding enables them to proactively develop and execute long-term strategies, much like an in-house team, but with the added benefits of an external perspective and cost flexibility.

Furthermore, this model enables access to senior strategic thinking for SMBs. By using a freelancer with local experience and expertise, New Zealand businesses can benefit from seasoned insights and a fresh set of eyes without the prohibitive salary and overheads associated with senior level hire.

4. Your Talent Pool Just Got Bigger

For many businesses, particularly those outside major metropolitan centres, recruiting the marketing talent they need in their immediate city can be challenging. A marketing freelancer experienced in remote work can mitigate this limitation.

Freelancers are not constrained by geographical boundaries, allowing businesses to hire beyond their immediate region for talent that has the right fit.

This is a crucial advantage for businesses in regional areas or those seeking specialised skill sets that may be scarce locally. Moreover, drawing from a wider, remote talent pool can lead to an infusion of diverse perspectives and innovation. Freelancers bring varied experiences from working with multiple clients across different industries and challenges. This external viewpoint can introduce new ideas and innovative strategies. This approach moves beyond simply filling a role to actively enhancing strategic thinking and creative output within the business.

When an In-House Full-Time Marketer is better suited

While the freelance model offers compelling benefits, there are specific scenarios where an in-house marketing professional is a better fit. The decision ultimately hinges on aligning the marketing resource with the business's unique operational needs and overarching strategic priorities.

1. The Need for Daily On-Site Presence

For businesses where marketing efforts are deeply intertwined with daily operational aspects, an in-house marketer who is physically present every day can be invaluable. This isn't merely about physical proximity; it's about being in more meetings, and enabling spontaneous, informal, "walking down the hall" immediate discussions and feedback.

2. When the Workload Demands a Dedicated Full-Timer

If a business consistently generates a high volume of operational, repetitive, and ongoing marketing tasks that require continuous, dedicated attention, a full-time employee becomes the more efficient solution. Also, if the marketing role stretches into areas such as sales, cold outreach, or administrative tasks then a full time equivalent (FTE) ensures a consistent operational rhythm, deep integration into daily workflows, and a single point of accountability.

A freelancer typically work with up to 3 clients at a time (low cost or short term freelancers can be more), and may therefore be unsuitable for businesses that require exclusive attention and use. A full-time employee or fixed term contractors might be the better option.

Making the Right Call for Your Business

The decision between engaging a freelance marketer and employing a full-time staff member is not a one-size-fits-all solution. It fundamentally hinges on a business's specific needs, budgetary considerations, current growth stage, and company culture.

Consider a NZ-based marketing freelancer if:

• A business is a small to medium enterprise aiming to maximise its marketing budget and avoid significant overheads associated with employment.

• A business is a large organisation that needs to increase resourcing temporarily or cover staff leave

• There is a need for flexibility to scale marketing efforts up or down quickly, based on seasonality, specific project demands, or fluctuating market conditions.

• Recruiting the right talent locally proves challenging, and there is a desire to tap into a wider pool of skilled professionals across New Zealand

• The business values local expertise and strategic planning

• The business values fresh, external perspectives and agile execution in its marketing initiatives.

Consider a full-time in-house marketer if:

• Marketing efforts necessitate daily, spontaneous, in-person collaboration and immediate feedback loops

• The business has a continuous, high volume of operational marketing tasks that consistently demand a dedicated 40+ hour workweek.

• The company culture strongly prioritises a fixed team structure for all core business functions.

For New Zealand SMEs, understanding the available marketing resourcing options is paramount for achieving sustainable growth. The strategic advantages offered by marketing freelancers—ranging from significant cost efficiency and unparalleled flexibility to access to diverse, specialised expertise and the potential for long-term strategic support—present a powerful pathway to achieving marketing objectives.

Sources: Careers NZ, Leverage Edu, Boundless HQ