Once your firm gets past the early hustle, the same question tends to pop up: should you hire someone in-house to handle your marketing, or should you outsource it to an agency? There’s no universal right answer, but there are clear pros and cons to both and your decision should match where your firm is and where you want it to go.

Before you make a move, you need to understand what you’re really buying with either option: time, strategy, consistency, and accountability. How you get those will depend on your setup, budget, and long-term plans.

In-House: More Control, More Commitment

Hiring a full-time marketing employee gives you direct access and quicker feedback loops. You can make changes fast, test new ideas often, and have someone who really learns your voice and goals over time. That’s hard to beat.

But it comes with more management. You’ll need to either train that person yourself or hire someone with experience, which usually means a higher salary. And one person may not have every skill you need (design, writing, video, ads, SEO). You’ll probably still need to outsource some pieces.

Agency: More Resources, Less Oversight

Agencies bring a team approach. Instead of relying on one person, you get access to multiple people with different skills. They can move fast, handle campaigns from start to finish, and usually have solid systems in place.

The tradeoff is that you’re not their only client. Turnaround times may be slower, and unless you’re paying for a high-touch package, you might have to do more of the strategic thinking yourself. Agencies are great for execution, but they still need clear direction from you to be effective.

Think About What You Really Need Right Now

If your biggest issue is consistency—keeping your blog updated, running email campaigns, staying active on social media—an agency can probably help you stay on track without a huge learning curve.

If your main issue is strategy—figuring out your voice, dialing in your audience, building a long-term brand—then an in-house hire may be better. It’s easier to develop that clarity when someone is immersed in your firm every day.

Cost Isn’t Just the Salary or the Retainer

Hiring in-house means paying for benefits, onboarding time, and training. But you own their time. Agencies are usually less expensive, and they may give you quicker results if you know what you want and they’re good at delivering it.

Either way, you’ll need to be involved. Marketing isn’t something you hand off once and forget. Whether you go with an employee or an agency, your involvement will shape the outcome.

Pick the Structure That Fits Your Growth Goals

Some firms start with an agency and later bring someone in-house once they know what works. Others hire in-house first, then bring in agencies later to fill in the gaps. You don’t have to commit to one path forever.

Start by asking yourself what success looks like in the next 6–12 months. Do you want more leads? Better brand visibility? A smoother intake process? Your answer should help guide who you hire and how you work with them.

The best setup is the one that helps you move forward without overwhelming you or draining your time. Make the decision based on what you can support now, not what you think you “should” be doing long-term.