Lessons from a Unicorn Digital Marketing Assistant who actually does the work:
As a solopreneur or small business owner, you’re wearing all the hats: running the business, managing clients, handling operations, and, of course, trying to market your services effectively. You know marketing is critical to growing your business, but let’s be honest—it’s time-consuming, overwhelming, and sometimes just plain frustrating.
You’ve likely hit the point where you realize you need help. But the thought of hiring a full-time employee or a pricey fractional CMO feels too big for where you’re at right now. And the last thing you want is someone you have to micromanage or endlessly train. What you need is a reliable, competent marketing specialist who can step in, hit the ground running, and genuinely care about your business’s success.
So, where do you find this unicorn?
Let’s walk through the steps to hire the right marketing specialist—and why you should avoid the pitfalls of platforms like Upwork if you’re looking for a real, long-term partner in your business.
In case you’re meeting me for the first time, I’m Emily Reagan. Since launching my freelance career in 2009, I’ve had the privilege of collaborating with industry leaders like Jennifer Allwood, Miss Mustard Seed, Sage Polaris, and Copy Chief. I’ve been involved in a lot of launches and built many high-converting funnels for over 100 clients.
Now I mentor and teach students to do that same marketing work and more in my Unicorn Digital Marketing Assistant School. I also connect experienced freelancers with my network, quality leads, resources and trainings in my Digital Marketer’s Workgroup, a thriving tight-knit membership community of freelance digital marketing assistants, specialists, and managers.
I’m also the host of a top 200 marketing podcast and speak regularly on hiring virtual assistants. Listen to my guest appearances here.
Why Upwork (and Similar Platforms) Might Be Letting You Down
Many business owners turn to freelance marketplaces like Upwork when they need marketing help. It’s tempting because the platform promises easy access to affordable talent. But here’s the catch:
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High Turnover: Many freelancers on these platforms treat gigs as temporary jobs, so there’s no guarantee they’ll stick around.
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Untrained Talent: You’ll often find overseas virtual assistants charging $8/hour, but they lack the expertise to deliver results. You’re left managing and teaching them—which eats up your time.
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Low Accountability: These platforms encourage transactional relationships, not partnerships. You may find someone who’ll execute tasks, but they’re unlikely to care deeply about your business goals.
What you need instead is a marketing specialist who brings knowledge, initiative, and the desire to see your business grow—a teammate, not just a task-doer.
Why Marketing Agencies Might Not Be the Solution Either
If freelance platforms feel too risky, you might be considering hiring a marketing agency. While agencies can sometimes provide trained professionals, there are significant downsides to keep in mind:
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High Costs: You’re not just paying for the work—you’re covering the agency’s overhead, which can make their services prohibitively expensive for small businesses.
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Lack of Dedication: Agency workers are juggling multiple clients, which means your business isn’t their top priority. You won’t get the personalized attention you need.
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Transient Talent: The best workers in agencies often outgrow their roles, leaving to start their own businesses or work independently. This can result in a revolving door of talent managing your account.
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Middleman Dynamics: Agencies act as intermediaries, which can create inefficiencies. You’re not directly collaborating with the person doing the work, making communication and results less effective.
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Inconsistent Training: While some agencies do invest in training, not all workers are guaranteed to have the specialized skills your business needs.
If you want a true partner who’s committed to your success, hiring directly might be the better option.
The Key to Finding a Marketing Specialist Who Fits
Hiring the right person starts with clarity about your needs and expectations. Here’s what to focus on:
1. Identify Your Business’s Marketing Needs
Before you start your search, get clear on what you need help with. Are you looking for someone to:
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Manage your social media?
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Create and implement email marketing campaigns?
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Handle paid ads and track ROI?
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Build a content strategy that drives traffic and leads?
Understanding your priorities will help you narrow down your options and avoid hiring someone with mismatched skills.
2. Look for Specialists, Not Generalists
Your business deserves more than a jack-of-all-trades. Seek out a marketing specialist with proven expertise in the areas you need most. Specialists not only deliver better results, but they also bring strategic insights that can move your business forward.
3. Find Someone Who Aligns With Your Business Values
The best marketing specialists operate as partners in your business. Look for someone who genuinely cares about your success, understands your vision, and is proactive in suggesting strategies to help you grow.
4. Consider Their Communication and Initiative
One of the biggest frustrations business owners face is having to micromanage their marketing help. That’s why it’s crucial to hire someone who communicates clearly, takes initiative, and can independently execute tasks without constant oversight.
One rule to know about hiring marketing contractors; you can't treat them like employees
Contractor vs. Employee: Key Differences Every Business Owner Should Know
- Control: Contractors decide how, when, and where to complete their work, while employees follow schedules and methods set by the employer.
- Tools & Resources: Contractors typically provide their own tools and equipment, whereas employees use the employer’s resources.
- Tax Responsibilities: Contractors handle their own taxes and receive a 1099, while employees have taxes withheld by the employer and receive a W-2.
- Benefits: Contractors don’t receive benefits like health insurance or paid time off, which are typically offered to employees.
- Scope of Work: Contractors are hired for specific projects or services with clear deliverables, while employees have ongoing duties and responsibilities.
Watch me:
What to Pay for a Marketing Specialist
There is a wide range of rates depending on the type of work you need. Here’s what you can expect:
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$15-$20/hour: Admin tasks like calendar management, inbox support, client experience assistance, and data organization.
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$25-$40/hour: Digital marketing tasks such as email marketing, social media management, content creation, basic tech setup, web design, graphic design, and video editing.
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$45-$75/hour: Marketing project management roles, including launch managers, podcast managers, and affiliate managers. These roles involve coordinating contractors, hitting deadlines, and executing plans.
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$55+/hour: Specialized and creative marketing projects like copywriting, advanced web design, technical builds, and Facebook ad management. These are often priced per project.
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$2k+/month: Fractional Chief Marketing Officer (CMO) roles that handle strategy, execution, and team management.
It’s important to note the difference between admin tasks and high-value marketing tasks. While a skilled marketing specialist can often handle both, keeping them in their zone of genius—marketing—is crucial for long-term success. For cost efficiency, consider hiring admin support separately for lower-level tasks.
You truly get what you pay for. Investing in a qualified marketing specialist ensures you have someone capable of driving results without constant oversight.
Where to Find a Marketing Specialist You Can Trust
The good news? You don’t have to sift through thousands of questionable profiles on freelance platforms. There’s a better way to connect with skilled, English-speaking marketing specialists who are ready to support your business.
Tap Into the Digital Marketer’s Workgroup
My Digital Marketer’s Workgroup is a curated community of highly trained marketing assistants and specialists. These professionals aren’t just task-doers; they’re problem-solvers who care about your business as much as you do. Whether you need help with social media, email marketing, or launching your next big project, you’ll find someone who has the skills and dedication to help you grow.
You can submit your job opening here without a crazy, complicated, slow hiring process. Just click here to start. It’s totally free.
What Makes Our Workgroup Different?
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Trained Professionals: Everyone in our directory has completed rigorous training and understands how to work with small businesses to deliver real results.
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Independent Thinkers: You’ll find specialists who can assess your needs, propose solutions, and take action without needing constant guidance.
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Long-Term Partners: These aren’t fly-by-night freelancers. They’re committed to building lasting relationships with the businesses they support.
Our Streamlined Hiring Process
Finding the right marketing specialist doesn’t have to be overwhelming. Here’s how our hiring process ensures you connect with the perfect fit for your business:
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Fill Out a Simple Hiring Form: Share your business needs, goals, and specific marketing challenges. This helps us understand exactly what you’re looking for.
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Get Matched with Qualified Specialists: We review your requirements and match you with highly trained marketing specialists from our Digital Marketer’s Workgroup.
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Review and Select Your Teammate: You’ll receive details about potential matches, including their skills, experience, and availability. Choose the person who aligns best with your needs and values.
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Start Collaborating: Once you’ve selected your marketing specialist, you can hit the ground running. Our professionals are ready to dive in, execute, and deliver results—no micromanagement required.
This process is designed to save you time, reduce hiring headaches, and ensure you’re working with someone who’s as invested in your success as you are.
Ready to Hire the Right Marketing Specialist?
Stop wasting time and energy on platforms that don’t deliver. Instead, connect with a marketing specialist who will treat your business like their own.
Click here to explore our directory and find your next marketing teammate.
Your ideal marketing specialist is out there—let us help you find them.
What to Expect When You Hire From the Digital Marketer’s Workgroup
When you hire a marketing specialist through our Workgroup, you’re getting more than just a contractor. Expect clear communication, proactive problem-solving, and consistent delivery of results. Our specialists are committed to understanding your business goals, offering tailored strategies, and collaborating seamlessly to drive growth. You can count on their expertise and dedication to make a real impact on your business.
Takeaway
If you’re wondering how to hire a marketing specialist, the answer lies in finding someone who is qualified, trained, and ready to deliver results without adding more stress to your plate. Stop trying to do it all yourself. By hiring a skilled marketing specialist through the Digital Marketer’s Workgroup, you’ll save time, avoid common hiring headaches, and get the high-quality help you need to grow your business. Don’t settle for less—partner with someone who cares about your success as much as you do.
Click here to submit your job opening to find your next marketing teammate.
Your ideal marketing specialist is out there—let us help you find them.
-Emily, Digital Marketing Consultant and Implementer
Emily Reagan is a mom of four, milspouse, freelance digital marketer and Virtual Assistant coach who has helped 400 go-getters, including military spouses, stay-at-home moms, and professional women learn in-demand skills and find flexible remote work as digital marketing assistants and specialists. She’s shared 2,000+ job leads with her freelance marketers & VA community.
Ask her any questions over on Insta @emilyreaganpr
“I help smart women learn the in-demand digital marketing strategies and profitable tech skills to get meaningful, challenging well-paid work as a unicorn digital marketing assistant.”
Need to bring in a unicorn digital marketing assistant of your own?
If you’re ready to take that step in your business and pull out of marketing or admin task, just fill out my form at hireaunicorn.com and I’ll share your job description with my exclusive network of top-notch unicorn digital marketing assistants.
>>> Then download my free VA Hiring Guide here.
This will help you hire a teammate with the growth mindset and wright work ethic.
Still have questions?
Head over and start a discussion or connect with virtual assistants and freelancers!
Further Reading:
Related Podcast Alert: The first three tasks to hand off to your new unicorn virtual assistant
Take a break from all the reading and listen to these tips on audio on my recent podcast episode!
Listen on Apple Podcasts | Spotify | Blog
