How to work as an online marketing freelancer

You are a creative mind with a good sense for the market and clients? That’s exactly what companies are looking for. 

Here, we explain what requirements there are and which things you have to consider on your way to becoming an online marketer!

Can I become an online marketing freelancer?

You already have a solid education to become a freelance online marketeer when you have a degree in business administration or economics, as marketing is one aspect of these courses. Of course, there are also many marketing or management courses you could enroll in. And even with commercial education and relevant experience, you have a good basis for the job.

In addition, educational institutes such as the IHK offer courses in Germany. Creativity, language skills, and digital competence are important for becoming self-employed online. Whether or not you have a degree plays a role in registering your business as a freelancer or Gewerbe (trade), which we’ll explain in more detail later.

💡You have what it takes to be an online marketer? Then we’ll explain here how you can register your freelance business in Germany!

What are the components of online marketing?

Today, successful marketing must also be available digitally and online in order to reach existing and new target groups. The term online marketing covers all of a company’s advertising activities on the Internet. It is part of the digital marketing strategy. Since potential customers are increasingly spending time online, obtaining information or working online, it makes sense to pick them up there. These are different ways of online marketing:

• Affiliate Marketing: Cooperation between publishers and companies
• Content Marketing: Sharing interesting content for target groups
• Display Advertising: Ads on the website
• E-Mail-Marketing: Contact and ads via e-mail
• Social-Media-Marketing: Contact and ads via social networks
• SEO- und SEA-Marketing: Increase visibility in search engines
• Website: Online presence of the company

Basically, planning is an important task for the online marketer. The budget must be calculated, content must be planned and researched. Projects have to be thought through thoroughly for the long term. These basics link all aspects of work. Content marketing, for example, is closely linked to social media marketing, because social media are a good channel for distributing content – in addition to the company’s own website, of course, which as an online presence is an important point of contact for customers. Viral marketing is also a field of work in social media marketing. On the one hand, this is a benefit, but on the other hand, you have to be prepared for the reactions of the addressees and be able to deal with them promptly. The versatility of online marketing is also what makes this job so creative and attractive.

Finances for online marketing freelancers

The salary of self-employed people in online marketing depends on various factors. Training and studies, degree and work experience all play a role. According to the StepStone salary survey, the average gross income for online marketers in permanent positions was 46,164 euros in 2021.

As a freelancer, your revenue is calculated by the hour or set by the specific project. The collected payments build your monthly salary, which can be quite variable for freelancers. On average, hourly rates range from 95 to 120 euros. If you work with an agency, where the quality is particularly high or special tasks are to be accomplished, the hourly rates are clearly higher, 100 to 160 euros are realistic here.

However, it is extremely difficult to make a prediction about the expected salary. It makes sense to draw up a cost plan to determine what amount you will have to earn per month. This depends on rent, fixed costs, other income, and the like. If you have calculated an amount, it will help you to estimate the required projects and jobs you will have to have each month in order to earn the money you need to make a living.

Online marketing freelancer or Gewerbe (trade)?

When you become self-employed in Germany, you always have to register your business with the Finanzamt (tax office). In order to do so, you have to fill in the so-called Fragebogen zur steuerlichen Erfassung, a questionnaire that you find on our website, for example. In this form, you have to state, whether your self-employed activity falls in the freelance category, or the Gewerbe (trade) category.

➡️ Here, you find all about the differences between freelancer and Gewerbe!

Often, the job of an online marketeer is a freelance activity. But it depends on your education. One condition to be able to register as a freelancer is, that you have a university degree, for example. Also, a freelancer’s profession typically engages in artistic, literary, scientific, teaching, and educational activities. Some typical freelance professions are consulting economists, business economists or journalists.

If you don’t have a relevant degree, your job in online marketing will most likely be registered as a trade. However, the final decision is made by the Finanzamt. If there is any uncertainty, the Finanzamt staff can also provide advice.

💡Tip from Accountable: If you are unsure how to register your self-employed business, you can also schedule a free call with the Accountable team! Just send us an email at [email protected] and we will be happy to schedule a call and help with any questions!

Advantages of being an online marketing freelancer

Compared to employment, self-employment offers a lot of freedom and self-determination. Clients and requests can be selected according to your time, resources and interest. Working hours are more flexible, deadlines provide clear time frames and make it easier to plan. As a freelancer in online marketing, you can perform your work in your home office or co-working space of your choice.

Of course, self-employment also comes with duties and responsibilities, including dependence on the number of clients and project situation, measuring capacities, and liability for mistakes. Only you can decide if self-employment is for you. We are here to help with a lot of information about the topic.

Should I found my own digital marketing agency?

An agency comes with a lot of potential and responsibility. Start-ups also need a bit of courage to take risks.

As a founder you need:

• a business model
• a business plan
• a financing plan
• at best a unique selling point (USP)
• a team

To establish an online marketing agency, professional experience and success are a precondition, and you have to be be familiar with the market and the areas of responsibility. In order to officially found an agency, you have to register a Gewerbe (trade), so that you can get a Gewerbeschein (trade license). Membership in the Chamber of Industry and Commerce is also mandatory in Germany. Registration with the employers’ liability insurance association is also necessary. Finally, also consider insurances.

➡️ This is how you get a Gewerbeschein (trade license) in Germany!

The advantages of having your own agency are the possibility to increase the number of projects and to specialize in certain areas. Suitable authors can be hired in order to diversify the offer and provide a solution for as many clients as possible. Versatility is the strength of an agency; a self-employed person alone cannot offer this to the same extent. But this also increases the responsibility for the management. Financial security of employees and oneself, liability in case of errors and the like, client acquisition and order procurement as well as work distribution are new challenges. As an intermediary between clients and service providers, the agency is responsible for organizing orders and acts as a contact for all questions.

💡Accountable is the tax solution for self-employed professionals. Download the free app or create an account online. This way, you have your bookkeeping and tax obligations like VAT return under control right from the start! Our team will also help you personally in the chat at any time!