The Cost of In-House vs. Outsourced Marketing: What’s Right for Your Firm?

For accounting firms looking to scale, evolve, or simply stay relevant in an increasingly competitive market, investing in marketing isn’t optional — it’s essential. But when it comes to how you invest, there’s often a big decision to make: Should you build an in-house marketing team or outsource to a specialized partner?

There’s no one-size-fits-all answer. Each path comes with its own costs, benefits, and risks, and the right choice depends on your firm’s size, structure, goals, and internal resources.

Let’s break down the key considerations to help your firm make an informed, strategic decision.

 

  1. The True Cost of In-House Marketing

On the surface, hiring in-house may seem like a smart long-term investment. You get someone fully embedded in your culture, focused solely on your firm, and easily accessible. But building an internal team quickly adds up.

Direct Costs:

  • Salaries & Benefits: A qualified Marketing Manager or Director in the accounting space can command anywhere from $70,000 to $120,000+ per year, before benefits, bonuses, and raises.
  • Specialized Roles: Need graphic design, copywriting, SEO, or video assistance? You’ll either need to hire multiple roles or pay freelancers in addition.
  • Software & Tools: CRMs, email platforms, design software, analytics dashboards are essential, and they can be pricey.

Hidden Costs:

  • Training & Ramp-Up Time: Most marketers don’t have a background in public accounting. Getting someone up to speed on your firm’s niche services, tone of voice, and ideal clients takes time.
  • Turnover Risk: If your only marketer leaves, your marketing halts.
  • Limited Bandwidth: A single marketer can’t do everything. Even small campaigns often require multiple skill sets and support.

 

  1. The Value of Outsourced Marketing

Outsourcing gives your firm access to an experienced team that already understands accounting firm marketing, at a fraction of the cost of hiring multiple specialists.

What You Gain:

  • Broad Expertise: Designers, copywriters, SEO experts, strategists — all working together to support your firm’s goals.
  • Scalability: Need to ramp up during tax season or back off in slower months? Outsourced teams can adjust with you.
  • Industry Experience: We specialize in working with accountants, so there’s no steep learning curve.
  • Strategic Insight: An outside perspective can help you see gaps, capitalize on trends, and build a more effective long-term plan.

Most accounting firms find that outsourcing delivers a more robust set of services for less than the cost of a single full-time hire — and provides better results.

 

  1. What’s Right for Your Firm?

There’s no wrong answer, only what’s most effective for your goals.

  • If you have a large firm with internal resources, leadership buy-in, and a clear long-term marketing vision, building an in-house team might work well.
  • If you’re looking for cost efficiency, specialized support, faster execution, or strategy tailored to accounting, outsourcing is likely the better fit.

Some firms even choose a hybrid approach: maintaining a marketing coordinator internally to manage firm-specific needs, while leaning on an outsourced team for strategy, campaigns, and creative execution.

 

  1. Ready to Evaluate Your Options?

At The Growth Partnership, we’ve helped firms across the country assess their marketing needs and build systems that drive growth, retention, and relevance.

Whether you’re ready to outsource or just want to explore what’s possible, let’s talk.
Reach out to us today to schedule an informational call — and take the guesswork out of your marketing strategy.