What does a freelance marketer actually do?

The role of a freelance marketer can look very different depending on who you hire. Some specialise in one area—like social media, SEO, or paid ads. Others (like me!) offer a mix of skills that small businesses can tap into without having to hire an entire marketing department.

Let’s break it down.

A freelance marketer wears many hats

Freelancing marketing for small businesses often means switching between multiple roles in the same week:

• Designer: building websites, designing graphics, creating branded assets

• Copywriter: writing blog posts, website content, or social media captions

• Strategist: reviewing what’s working, spotting opportunities, creating plans

• SEO helper: ensuring your content shows up in the right searches

• Social manager: posting consistently and keeping you visible online

Basically, freelance marketers help you get seen and be remembered.

Freelance marketing consultant vs. freelance marketer: What’s the difference?

You might have heard the term freelance marketing consultant and wondered if that means the same as a freelance marketer. 

While there’s some overlap, there’s a difference in how they work:

• Freelance marketing consultants often focus on strategy. They’ll review your business, write up a detailed marketing plan, and hand it over for you (or your team) to implement.

• Freelance marketers help you plan, but also do the work. For small businesses without an in-house team, that’s often the more practical option.

I like to think of it this way: 

A consultant advises you on what to do, and a freelancer helps you do it.

Why more businesses are choosing freelance marketing

Hiring a full-time marketing manager is a big investment, and most small businesses simply don’t need someone to work 40 hours a week. With 4.4 million UK self-employed people as of June 2025 and freelancers accounting for around 13% of the workforce, freelancing continues to grow as a viable option to fill that gap. 

Freelance marketing for small business owners makes sense for three main reasons:

• Flexibility. Many small businesses might hire a freelance marketer for a project, a few hours, or on a retainer basis.

• Expertise without overheads. You only pay for the skills you need when you need them. You don’t need to worry about sick pay, holiday pay, or any other employee benefits.

• Personal approach. Freelancers often work directly with business owners, so you’re not passed around a big agency team.

And it’s not just small businesses that see the benefit of freelancers. Nearly half of CEOs plan to increase freelance hiring, with 78% of CEOs saying their top freelancers contribute more value than degree-holding employees! 

What freelance marketing looks like in practice

Here are some real insights into what I recently completed for one client as a freelance marketer:

• Rebrand their consultancy (name, logo, colour palette)

• Build a website and bespoke enquiry forms

• Design brand assets, like gift vouchers, lead magnets, and business cards

• Improve on-page SEO to attract the right visitors 

• Set up social channels to start growing their community

While I have some clients who only need me for one service, like copywriting, there are clients like the above that use my wide range of skills to improve their online presence without the expense of agency fees or employing in-house.

The best thing about a freelance marketer? They adapt to your needs.

Roundup of freelance marketer duties

A freelance marketer is there to help bridge the gap between your current marketing efforts and your desired outcomes.

For some small businesses, that might mean setting up the basics: website, Google Business Profile, and social media. For others, it might mean ongoing support to keep everything fresh and working together.

If you’ve ever felt that marketing is too much to handle alone but not enough to justify hiring a full-timer or a big agency, then freelance marketing could be the perfect middle ground.

Freelance marketing services for small businesses

Want to learn more about freelance marketing for small businesses or see if it’s what your business needs? Let’s talk! You can email me at caitlin@cadacreative.com or fill in the enquiry form.