How to Get Into Freelance Digital Marketing: Your 2025 Guide

Freelance digital marketers help clients create, execute, and measure campaigns that promote their products or services. To begin a career in freelance digital marketing, you’ll need to follow several steps, including building an audience and connecting with brands.

Explore each step and gain insight into what freelance digital marketing is, typical earnings, helpful tech to use, and how to make a start.

What is freelance digital marketing?

Freelance digital marketing refers to a self-employed contractor who assists one or more companies, organisations, or other clients with their marketing needs, usually remotely. 

Clients specify job duties, which can include: 

• Creation of various content like videos, blogs, podcasts, or social media posts

• Social media marketing strategy and planning

• Email marketing campaigns

• Brand marketing

• Maintenance of websites, blogs, and social channels

• Search engine optimisation (SEO) strategy and implementation

Definition of freelance

Freelance refers to someone who completes as-needed, specific tasks for a company or client. The time commitment varies and can be as short as a few hours or an ongoing gig. Freelancers often receive payment on a per-project or hourly basis, and employers may not consider them traditional employees.

Definition of digital marketing

Digital marketing promotes a brand and its products or services to a tailored online audience. Digital marketing aims to elevate brand awareness and engage with customers in the hope of making long-term customer connections through digital channels like blogs, emails, or socially shared videos.  

Salary and job outlook

According to Glassdoor, the average annual base salary of a freelance digital marketer in the UK is £36,314 per year [1]. Digital marketing is a key aspect of any business, which means job opportunities should remain positive, particularly as businesses embrace social media and other digital platforms. 

How to become a freelance digital marketer

Becoming a freelance digital marketer involves several steps, including building your skills, marketing yourself, and finding clients. More specifically, if you're interested in a freelance digital marketing career, consider the five steps below. 

1. Select specialties that align with your skills.

Digital marketing has many different niches. To succeed, consider narrowing your freelance services to one or two specific areas that correlate with your strongest skills. If, for example, you enjoy the strategy and creation of ads, you could specialise in social media advertising. Marketing niches could include: 

• Content

• Social media

• Email

• Search engine optimisation (SEO)

• Mobile 

• Affiliate marketing

• Pay-per-click (PPC)

• Marketing analytics

• Video

• Virtual reality

2. Develop your skill set.

Consider building your skill set through online courses, video tutorials, or local workshops. The Google Digital Marketing & E-Commerce Professional Certificate on Coursera, for example, can help you gain job-ready skills in less than six months. Certificates often reassure clients that you have the skills required to complete marketing tasks efficiently. They also signal your commitment to continued education and a desire to stay on top of changing trends.    

You could also consider online certifications, bootcamps, or even pursue a degree in the field. If you're interested in a bachelor's degree, you could choose to study marketing, advertising, media, creative design, e-business, or business and technology.

3. Build an online presence with a portfolio.

To become a freelance digital marketer, you need to market yourself. Ideally, you'll create a website that offers a biography, work examples, and a way for potential clients to reach out. 

In your "About Me" section or biography, include a brief history of your work experience, mention relevant degrees or certifications, and describe your personality and hobbies. Keep it short, but make it professional and insightful. 

Freelancers typically display work samples in a portfolio. In your portfolio, highlight the type of work you do so clients know what they can hire you for. Keep it visually pleasing with clear formatting and up-to-date. 

Include a contact page that's visible from your home page. Include both an email and phone number and offer links to your professional social media channels, like LinkedIn. 

4. Set your pricing.

To become a self-employed digital marketer, you'll create a pricing structure, which can either be hourly, project-based, per day, by a retainer, or a mixture of more than one. Many freelancers set hourly rates. To start, name the amount that you'd like to make annually, the number of hours you plan to work in a week, and the number of weeks you plan to work in a year:

1. Let's say you'd like to make £35,000 a year and plan to work 40 hours a week for 49 weeks of the year, giving you three weeks of vacation. 

2. Now, multiply the number of hours you plan to work by the number of weeks.

• 40 hours x 49 weeks = 1,960 working hours.

3. Next, divide your target income by the number of working hours to get your hourly rate.

• £35,000 / 1,960 hours = £17,85/hour

Keep in mind that only some hours are billable, though. About 60 per cent [2] of your time is billable, the rest goes towards non-billable tasks like answering emails, marketing yourself, and invoicing. To make up for that loss, you have to adjust your hourly rate:

4. Remove 40 per cent of your hours spent, which accounts for non-billable chores. 

• 1,960 hours x .40 = 784 non-billable hours

• 1,960 hours - 784 non-billable hours = 1,176 billable hours

5. When you remove 40 per cent of your hours spent, it brings your hours down to 1,176. Now, divide your target revenue by the new number of hours to get a more accurate hourly rate.

• £35,000 / 1,176 billable hours = £29,76/hour

5. Find clients.

Consider contacting local businesses and those run by family or friends to discuss their marketing needs. Add a lead magnet to your website, too, like offering an ebook in exchange for an email address. As you collect contacts, send a personalised email to start a conversation about marketing and your services. 

You can also find freelance work using popular job search sites like Reed.co.uk, Upwork, and Freelancer, some of which let you directly apply for specific jobs and use these experiences to build your portfolio. 

You can also talk to friends, family, former coworkers, and other professional contacts. Social media can also offer an excellent starting point. 

Examples of clients that hire freelance marketers

Just about every company uses digital marketing to reach customers, but some of the most common industries that hire marketers are: 

• Health care 

• Finance 

• Tourism and hospitality

• E-commerce

• Technology and software

What skills or knowledge do you need to get into freelance digital marketing?

You don't need an official degree to become a freelance digital marketer, but certain skills will help you succeed. Digital marketing encompasses various niches and usually involves juggling a handful of clients. With that in mind, discover the skills or knowledge you typically need:

• Organisation

• Time management

• Communication

• Copywriting

• SEO

• Teamwork

• Willingness to learn new tools and platforms

Digital certifications

Along with increasing your skill set through the Google Digital Marketing & E-Commerce Professional Certificate on Coursera, you can also consider certifications to elevate your knowledge on the subject matter. Options could include: 

• Meta Certified Digital Marketing Professional Certificate

• Professional Diploma in Digital Marketing offered by Digital Marketing Institute

• British Academy of Digital Marketing Diploma

What tools or technology does an aspiring freelance digital marketer need?

Throughout your digital marketing career, you'll likely use a variety of tools. Clients may request that you use tools the company has in place, or you might deploy your own set of tools to manage your freelance business. Take a look at some of the tools you'll likely come across:

• Communication tools: Google Workspace, Slack

• Scheduling tools: Calendly, MeetFox

• Project management tools: Trello, Asana, Airtable

• Finance software: Quickbooks, Wave

• Time management software: Toggl, Clockify

• Customer relationship management (CRM) platforms: Hubspot, Salesforce, Zoho

• Writing tools: Grammarly, Hemingway App, Evernote

• SEO tools: Semrush, Ubersuggest

Tasks and responsibilities of a freelancer marketing professional

Freelancers pursuing this profession will have tasks and responsibilities that correspond to various marketing goals. Take a look at some of the daily tasks you'll likely do: 

• Communicate with clients and set up a plan for each project

• Plan or expand promotional campaigns

• Develop content for the company website, blog, and social channels

• Set up content calendars

• Create and manage social media ads

• Create and send email marketing campaigns

• Grow brand awareness through planned events

• Watch and report campaign metrics

• Stay up-to-date on marketing trends

• Suggest marketing improvements 

Next steps

Digital marketing is an exciting career with great prospects as technology continues to evolve. Once you build your skills, brand, and connections, you can also thrive as a freelance digital marketer. 

If you're ready to pursue a career as a freelance digital marketer, consider enrolling in the Google Digital Marketing & E-Commerce Professional Certificate on Coursera. You'll discover marketing fundamentals, how to create, execute, and measure campaigns, and how to build an e-commerce store in less than six months.