Freelance Vs Agency: How D2C Brands Can Make The Right Choice To Optimise Marketing

I’ve had the privilege of engaging in insightful discussions with over 30 successful founders who generate monthly revenues ranging from INR 5,00,000 to 3,00,00,000 Cr a month. Today, I want to address a crucial question that often plagues D2C brand owners — Should you hire a freelancer or an agency?

When your D2C business is facing challenges, you have three options: figure it out on your own, hire an agency, or hire a freelancer. But how do you decide which path to take? Let’s delve into the considerations for each option.

Firstly, no one can make this decision for you. The right time to hire an agency is subjective and depends on your unique circumstances. Every business needs one thing: traffic and sales. These are the fundamental pillars of any successful enterprise.

Understanding The Challenges: Marketing And Copywriting Overwhelm

Many D2C owners feel overwhelmed by the marketing and copywriting aspects of their business and hastily decide to hire an agency. However, the key is not to choose the cheapest option available. Hiring a $20/hour freelancer to run your ads may not align with your business goals, as their primary focus is often acquiring as many clients as possible rather than truly caring about your brand.

In my opinion, owned channel marketing, including email, WhatsApp, and SMS, should ideally be handled in-house until your D2C business reaches around INR 8,00,000 per month in revenues. 

Outsourcing Paid Ads: When Is The Right Time?

Paid ads can be outsourced slightly earlier at around INR 5,00,000 per month. When partnering with a marketing agency, it’s crucial to have clear expectations regarding marketing planning, execution, creatives, copywriting, campaign setup, reporting, and analytics. Establish an alignment of expectations and invest time to understand each other’s processes.

Additionally, consider a payout structure that incentivises your agency partner’s commitment and growth with your brand. A combination of fixed and performance-based incentives ensures mutual success and prevents them from seeking alternatives within the same team.

Of course, this approach may not suit everyone. If your team can dedicate just five to ten hours per week to marketing planning and setup, it is a low-time investment with a potentially high return. Founder involvement is essential during this phase as it helps to gain a deeper understanding of your product-market fit.

Making the Right Decision For Your D2C Brand

Remember, if owned channel marketing does not contribute at least 30% of your total revenue, you may be overcomplicating it. Strive to reach this benchmark and focus on refining your strategies accordingly.

I hope these insights guide you in making the right decision for your D2C brand.

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