Why Digital Marketing Agencies Cost So Much (And Why You Don’t Need One)

I’ve spent over 15 years in marketing—long enough to see the industry from both sides of the fence. I’ve worked inside a full-service agency, edited a team of experts for Macmillan Publishers, and led content marketing for major tech companies like ID.me. (Which you’ve probably used to verify your identity if you’ve ever had to log into the IRS, VA, or Social Security Administration.)

I’ve also been the scrappy solopreneur, bootstrapping my own online writing workshop community back at the turn of the millennium, before I even knew what a “sales funnel” was.​

So when I say I understand why traditional digital marketing agencies charge what they do, I mean it. And I also know why those fees can feel out of reach for small business owners and solopreneurs.​

Why do digital marketing agencies cost so much?

Most full-service digital agencies charge anywhere from $3,500 to $10,000+ per month for ongoing marketing services, depending on the scope and complexity of the work. Large companies write that expense off as the cost of doing business, but that price point is usually well out of reach for small businesses and solopreneurs.

It’s not that agencies are greedy, it’s more that they’re not built to support small and solo business owners. Here’s why:

1. Overhead is real

Big agencies have big teams: account managers, strategists, designers, developers, SEO specialists, copywriters, analysts, and more. They also have office leases, software subscriptions, training budgets, and internal meetings that don’t directly produce client deliverables.​

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All of that overhead gets baked into their pricing. It’s not about gouging clients—it’s about covering costs and maintaining profitability.​ Big businesses have big marketing needs, and it takes a village of skilled marketers to help them compete.

2. They’re built for scale

Large agencies are designed to serve large clients. They’re optimized for Fortune 500 companies, national brands, and enterprise-level campaigns. Their processes, tools, and team structures reflect that.​

If you’re a solopreneur or small business owner, even working with a small or mid-sized agency could have you paying for services or infrastructure you don’t actually need.​

Look at it this way: At the enterprise level, agencies have to compete for clients, and those clients tend to be big companies with budgets to match. So what do these agencies do? They build fancy pitch decks with images and video, talk about “omnichannel alignment” and “brand activation,” and showcase case studies featuring companies with ten-person marketing departments. Impressive, sure—but is it relevant to you?

If you're a solopreneur, you probably don’t need a twelve-phase content rollout plan or a weekly performance dashboard with metrics you don't understand (or care about). You need clarity. You need messaging that feels like you. And you need a marketing plan that fits your time, your budget, and your goals—not someone else’s idea of success.

That’s where working with someone like me—someone who actually gets what it’s like to build a business solo—makes all the difference.

3. Specialization comes at a premium

Agencies usually have a big team with a lot of specialists—one person for SEO, another for ads, another for social media, someone else for design, and so on. That kind of setup works well for big companies running big, complicated campaigns.

But here’s the thing: when you hire an agency, you’re not just paying for the work you need done. You’re paying for access to all those people, even if you don’t actually need most of them. That adds up fast.

If you’re running a small business, you probably don’t need a full team. You just need someone who can help you focus on what matters, make a clear plan, and guide you step by step. Someone who knows how to work with smaller budgets and solo business owners—and won’t try to sell you stuff you don’t need.

Why solo consultants offer a different kind of value

I’ve worked with big teams and flown solo, and I can honestly say—there’s value in both. But if you’re a solopreneur or small business owner, a solo consultant can often be the better fit. Here’s why:

1. Lower overhead, lower cost

When you work with a solo consultant, you’re not helping to pay for their downtown office, their office snacks, or their project manager’s project manager. You’re paying for one thing: their brain (and maybe their dog’s opinion, if you're lucky). That means your dollars go farther—and you get more direct value.

2. Personalized attention

You’re not just a line item on a spreadsheet. With a solo consultant, you’re talking to the same person who’s doing the work. That makes it easier to build trust, communicate clearly, and create marketing that actually reflects who you are and what you do. No middlemen. No confusion.

3. Flexibility and agility

Need to pivot your offer or tweak your strategy midstream? No problem. You’re not waiting on a team meeting or a chain of approvals. A solo consultant can shift gears quickly and meet you where you are—because that’s what small businesses need: nimble, not bloated.

The truth is, there’s no universal right answer when it comes to marketing support—only the right fit for you. Big agencies can do great work, but they’re not always set up for the pace, budget, or priorities of solo and small business owners. If you’ve ever felt overwhelmed by options or unsure of what you actually need, you’re not alone. Sometimes, smaller-scale support is exactly what helps you move forward with confidence.

Interested in exploring how a solo consultant can support your marketing goals? Feel free to reach out—I’d love to chat.