DIY Marketing vs. Freelancer vs. Agency: Which Is Right for Your Small Business?
By REESE PARSON
Director of Client Impact, Larison Media
The Big Question for Small Business Owners
As a small business owner, you wear a lot of hats. One minute you’re running operations, the next you’re answering customer questions, and then it hits you:
“I still need to market my business.”
That’s when the question comes up:
Should you do your own marketing?
Hire a freelancer?
Or invest in a marketing agency?
Each option has its pros, cons, and costs. The right choice depends on where your business is today, and where you want it to go.
DIY Marketing for Small Businesses
What it means: You manage everything yourself—social media, ads, website, SEO, email marketing, and more.
Pros:
Lowest cost (no outside help required)
Full control of your brand and messaging
You know your customers best
Cons:
Extremely time-consuming
Steep learning curve for ads, SEO, and analytics
Mistakes can be costly in both time and money
Best for: New businesses with very little budget.
Hiring a Freelancer
What it means: You work with a single person, often for one specific area like Google Ads, social media management, or website design.
Pros:
More affordable than an agency
Flexible, you only pay for what you need
Direct communication with the person doing the work
Cons:
Limited expertise, no one is an expert in everything
Risk of inconsistency if they juggle multiple clients
If they leave, you’re back to square one
Best for: Small businesses with some budget that need focused help in one area.
Hiring a Marketing Agency
What it means: A team manages multiple aspects of your marketing, ads, SEO, content, design, and strategy.
Pros:
Broad expertise across multiple disciplines
Systems, processes, and consistency
Saves time so you can focus on running your business
Cons:
Most expensive option
Requires collaboration and ongoing input from you
May feel less personal than working directly with a freelancer
Best for: Established small businesses ready to scale faster and invest in long-term growth.
Which Option Is Right for You?
Here’s the honest breakdown:
DIY – Best if you’re just starting out and every dollar counts
Freelancer – Best if you need targeted help without the cost of an agency
Agency – Best if you’re ready to grow faster and want a team behind you
There’s no one-size-fits-all answer. The key is knowing your stage of business—and recognizing when it’s time to move to the next level.
Final Thoughts
Marketing isn’t optional for small businesses; it’s essential.
Whether you take the DIY route, work with a freelancer, or hire an agency, what matters most is consistency. Because the business that shows up online is the business that earns the customer.
