Freelancing for agencies: What you need to know

Hi Friend,

Recently, a reader asked me for information on working with marketing agencies. It seemed like a great topic for a post, so here is my perspective on marketing agencies, the good and the bad.

Marketing agencies can be a fantastic way for freelancers to gain steady work, but they’re not without their quirks—kind of like working with a herd of goats.

Agencies aren’t as cute as goats Photo by Patrick on Unsplash

Just when you think everything’s in order, something unexpected happens that throws everything into upheaval! If you’ve been hesitant to work with agencies or think they’ve got everything covered in-house, here’s a look at why they might be worth considering—and what to watch out for.

The Perks of Working with Agencies

1. Access to Bigger Clients
   One of the biggest draws of working with agencies is the calibre of clients you get to work with. Through agencies, I’ve worked with major credit card issuers, top-five banks, international clothing companies, and even luxury brands. Agencies often have relationships with multiple clients, so doing good work can open doors to new opportunities. In fact, with one agency, you might find yourself working for three or more clients at once. This also allows you to try out new industries or types of writing that you may not otherwise have access to.

2. You Could Get Passed Along
   If you build a great relationship with your contact at an agency, and they move to another agency, there’s a chance they’ll bring you with them. Suddenly, you’ve doubled your agency clients! This has happened to me a few times (people leave agencies more regularly than you might expect because their in-house staff is often highly overworked).

3. Structures in Place
   Agencies typically have established processes for working with freelancers. This means you’re not inventing workflows from scratch, and you can get to work without the added stress of managing (or creating) project logistics. Just make sure you can work within their processes.

4. Project Management is Handled
   Let’s face it, sometimes project management is half the battle. Agencies manage client interactions, so you don’t have to juggle emails and calls to get answers. If their client misses a feedback deadline, they do the follow-up. They take care of those interactions, so you can focus on what you do best—writing or editing.

5. Steady Work & (Usually) Decent Pay
   Many agencies have ongoing relationships with their clients, which can mean steady work for you if you’re on their freelance roster. Some also pay well—especially if you have specialized skills in finance, healthcare, law, consumer products, or agriculture.

6. Yes, Agencies Need Freelance Editors

   Freelancers tend to think agencies only need writers, but I’ve done a great deal of editing work for agencies too. This has included:

   1. Editing blog posts the agency’s law firm client wrote but wanted edited for publication

   2. Localization editing for several international brands who wanted their US websites to work for Canadian audiences

   3. Editing product guides written by freelancers for specialized products.

The Downsides of Working with Agencies

1. Lowballing on Initial Projects
   Agencies often have pre-set project rates before they reach out to freelancers. While this can streamline things, it also means you might earn less than you would working with that client directly. Be prepared for some negotiation or to say no to rates that don’t meet your standards. If you start with a low rate, it can be difficult to move them to a higher rate (see number 7 below).

2. Unrealistic Deadlines
   Agencies are managing multiple clients at once, which means they sometimes set deadlines that feel impossible. It’s your job to communicate what’s realistic but brace yourself for the occasional last-minute emergency where you’re the one putting out the fire. Additionally, they may overpromise on a project and you could find yourself scrambling to meet their terms. You may have to set firm boundaries with the agency (but be prepared for them to balk).

3. Two (or More) Sets of Revisions
   When you work with agencies, your work is often reviewed in multiple stages—first by the agency, and then by the client. This can result in extra rounds of revisions, which can take more time than you planned for and eat into your hourly rate.

4. Restrictive Contracts
   Be mindful of agency contracts. They may come with limitations like non-disclosure agreements (NDAs) and non-compete clauses preventing you from showcasing your work in your portfolio or even naming the client. These restrictions can make it harder to build a visible portfolio, especially when working on big-name projects. I’ve pushed back with varying success on those clauses. You may have to decide whether the project and agency are worth the restrictions.

5. Infrequent Work or Emergency Calls
   Sometimes, agencies will only call you when they’re in a bind. If you’re not on retainer or part of their regular roster, you might get those “we need this yesterday” emails more often than you’d like. Or they may have a big project that lasts a few months and then nothing for a year, depending on their client in-take processes.

6. You Might Always Be an Order Taker

   Unless you’re working with a small agency, you’ll likely only be relied on for your writing and editing skills. If you want to develop your career as a consultant, communications lead, or strategist, it can be hard to do this with large agencies. That’s because this stuff is often done in-house—it’s usually only the writing/editing that gets outsourced. They probably won’t look to you for strategy or guidance.

7. It Can Be Difficult to Raise Your Rates

   Because agencies are so large, often set their project rates without your input, and can offer ongoing work, it can feel difficult to raise your rates. Make sure you’re paid fairly for the work you do and the time you put in.

8. They Sometimes Treat You Like You’re In-House

   Agencies are used to employees working long hours, saying yes to unrealistic deadlines, and dropping everything when priorities shift. It’s easy for them to move into an employer-employee relationship with their freelancers, even though you’re not an employee. Sometimes they expect to be the most important item on your to-do list. It’s important to have firm boundaries with agencies, push back on deadlines, and remind them (firmly but politely) that you’re not in-house and have other projects to manage.

9. You Don’t Control the Client Relationship

   See last week’s post on two large monthly projects through agencies falling through even though everyone was really happy with my work. I had no control over the clients leaving the agency, nor could I do anything to change their terms. That lack of control can feel very limiting at times.

   

   Me, wondering why the clients left Photo by T.R Photography 📸 on Unsplash

How to Identify and Market Yourself to Agencies

Agencies are always looking for freelancers, but waiting for them to come to you is not enough. Here’s how you can identify and market yourself to agencies effectively:

1. Know Your Niche
   Agencies love freelancers with specialized skills. Take a good look at your past experience and industry expertise. Have you done a lot of work in finance? Medical writing? Consumer products? Agriculture? These are sectors where agencies frequently look for specialists to fill gaps in their teams. If you’re a generalist, that’s okay too, but having a niche can really set you apart and make you an attractive option. If you’re a generalist, find specific industries you’ve worked in and highlight that experience. It will help agencies identify you more easily.

2. Position Yourself Clearly
   Your LinkedIn profile and website should make it clear who you are, what you do, and what you specialize in. Agencies want to see that you have the skills they need at a glance. Include a line on your website and your LinkedIn that you work with agencies. Ask previous agencies you’ve worked with for a testimonial.

3. Send Letters of Introduction (LOIs)
   A Letter of Introduction is a great way to introduce yourself to agencies. Do your research to find agencies that work in your niche or the types of industries you’re experienced in, and send them a friendly, professional LOI. This is not a pitch for a specific project; rather, it’s a way to introduce yourself and let them know you’re available for freelance work. Just make sure to follow anti-SPAM laws in your region.

4. Be Active on LinkedIn
   LinkedIn is one of the best places to be found by agencies. More than half the agencies I work for found me on LinkedIn, and all of those resulted in ongoing work. Many agencies use LinkedIn to search for freelancers, so it’s crucial to keep your profile up-to-date and relevant. Highlight your skills, share content that showcases your knowledge, and don’t be afraid to engage with posts from potential agency contacts.

5. Leverage Your Network
   One of the most powerful ways to get hired by agencies is through referrals. Let your network know you’re open to working with agencies, and be sure to follow up with past clients and colleagues who might have moved to agency roles. Referrals can often get your foot in the door much faster than cold outreach.

6. Apply Directly
   Many agencies post freelance positions on their websites or platforms like LinkedIn, so keep an eye out for opportunities. If you see an agency looking for freelancers, don’t hesitate to apply. Agencies might have an ongoing need for freelancers, and filling out an application can get you on their radar.

Even if they don’t need you right now, they may come back to you later. One of my favourite clients right now is an agency who reached out on LinkedIn and interviewed me for a project but ultimately went with a local (to them) writer. In their email letting me know their decision, they asked if they could keep my information on file as they would likely have upcoming projects for me. I responded with a polite email and less than a month later, they reached out. Don’t be too disheartened if they don’t need you immediately—find ways to stay on their radar because there likely will be a time when they need you.

How Agencies Have Found Me

Here’s how agencies have reached out to me in the past:

• Referrals from Colleagues: Colleagues who moved into agency work reached out when they needed a freelancer.

• LinkedIn: Several agencies have contacted me through LinkedIn after finding my profile or seeing my content (this is how the vast majority of my agency clients found me).

• Applications: I’ve filled out freelance writer applications and landed work by responding to agency job listings.

Final Thoughts

Marketing agencies can be great partners for freelancers, providing access to bigger clients and steady work. But you’ve got to be aware of the potential downsides, like restrictive contracts and tight deadlines. Don’t assume they have all their needs covered in-house—they often need freelancers to fill gaps and handle specialized work. The key is to position yourself clearly, market your expertise, and make it easy for agencies to see the value you bring.

You can read more of my thoughts on:

• Outsourcing as a freelancer

• Dealing with non-compete clauses (paid)

• Making money at 10 cents a word

Have questions about working with marketing agencies? Leave a comment and I’ll share my thoughts.

Here’s to your ongoing freelance success,

Heidi