We’ve updated our data for SEO jobs, salaries, and hiring opportunities. See the 2021 Digital Marketing Jobs Salary Guide.

You’re already working with data in your day to day—it’s time to take a data-driven approach to your career. 

Conductor’s Inbound Marketing Job & Salary Guide: UK takes a deep dive into the UK job market for digital marketers, using data from Indeed, Glassdoor, Payscale, and LinkedIn to determine what marketers are making where. Our data can help you set yourself up for a successful salary negotiation, effectively evaluate a potential new role, or even determine which skills you need to level up in your career. 

Does marketing pay well? 

Marketing salaries are on the rise—our guide breaks down those numbers, with average salary figures for a variety of roles, across a range of cities. These numbers can help you put your own salary in perspective, but remember, they’re just averages. Marketing titles tend to be general, and responsibilities can vary from company to company. A manager at one company may be supervising a team of people, while a manager at another company may be the person responsible for a particular channel. And salaries fluctuate across cities. Two people with identical responsibilities, skills, and experiences levels will usually take home different amounts if one lives in a high-cost, high-competition city like London, and the other lives in a smaller city, like Bristol. 

So, how can you put these average numbers in perspective? Do your research: 

  • Speak to peers. Seek out people who work in a similar role, or a similar location. Talk to them about the particularities of their job, and if you’re comfortable, ask them what they make. It can be a touchy subject, but many are willing to share salary information to help their peers assess their earning potential. 
  • Read LinkedIn Profiles. You won’t be able to talk to everyone, but you can still take a look at the profiles of people with roles similar to your own, or roles you’re working towards. Understanding their skills and experience can help you create benchmarks for your own career growth. In addition, those details will add a bit more dimension to the job titles in our guide, enabling you to see where your own role fits in.  
  • Peruse job boards. Though job posts often include a laundry list of skills, they’re still a helpful resource. Pay careful attention to the skills that come up again and again, and you’ll start to identify the most important skills for your chosen path, which can help you pinpoint areas for your own professional development. 

Are marketing jobs in demand? 

In the past few years, we’ve seen companies onboard their first digital marketing hires—a lone SEO, or Content Director—and now those same companies are looking to expand their marketing teams. That’s good news for anyone working in the sector. High demand drives up salaries, but it can also make it easier for you to take control of your career. In a thriving industry, you should feel like you’re moving forward; if you’re feeling stagnant, you may need to take action. 

Though there are lots of opportunities out there, you don’t necessarily need to change roles to jumpstart your professional growth. Sometimes it’s as simple as having a conversation with your manager, who may not realize you feel stuck. Starting a dialogue about the responsibilities you’d like to take on or the skills you’d like to develop may be enough to get things moving again. 

How can I use this information in a salary negotiation?

Though you should never assume you’re owed a certain number, you may be able to make a credible case for a given salary if you have the data to back it up. Merge salary data with your own research, and you’ll start to see a story emerge—the story of your value. 

When approaching a salary negotiation, you should:

  • Do your research. Know what others in your field are making, and what skills they bring to the table. 
  • Understand your KPIs. KPIs can also be a useful tool—if you understand how your company is evaluating you, it’ll be easier to highlight the things they value the most. This is a good conversation to have well in advance of a negotiation, so you can make sure you’re focusing your time on your most impactful responsibilities.
  • Build your case. If you feel like you’re undervalued, or like you deserve a raise, you have to prove it. Use your research to point to salary benchmarks, while emphasizing your skills and experience, and outlining your plans for further professional development. 
  • Approach the negotiations in good faith. Rather than approaching negotiations with a competitive spirit, think of them as a conversation. It’s in a company’s best interest to invest in the people they already have—hiring and training someone new has huge opportunity costs. If you don’t feel like you’ll be able to have a good faith negotiation with your employer, that may indicate that it’s time for a change. 
  • Have three numbers. What’s your bottom line, the number you can’t—or won’t—go below? What number would you be happy with? What’s your ideal number, even if it’s a bit of a stretch? Never accept an offer that’s below your bottom line. Since raises are often based on your current salary, accepting a lowball number means you’ll be compounding lost wages year after year. And make sure your numbers are reasonable—a stretch number that’s too high could jeopardize your chances of being taken seriously. 
  • Write your numbers down. Keeping a record can help you revisit your goals and assess your progress whenever you’re doing long-term career planning.
  • Think about other items of value. If you’re hitting a salary ceiling but are otherwise happy with your job, think about other things that are valuable to you, like remote flexibility, vacation days, or passes to industry conferences.

How can I find a new marketing job?

If your company can’t meet your salary bottom line or provide opportunities for professional growth, it may be time to make a change. If you’re considering relocating, be sure to check out our guide’s breakdown of salaries by city, as well as our findings on the top 20 UK cities for content marketing, SEO, and PPC jobs. 

A few things to keep in mind: 

  • Bigger isn’t always better. Though a bigger city may have more job openings, there’s also likely more competition for those roles. 
  • Salaries vary, but so do expenses. While salaries may be higher in a big city like London, you may end up taking home more in a smaller city with a lower cost of living. 
  • How will you stay connected? If you are considering a move to a smaller city, there may be fewer networking and career development opportunities. Think about how you might be able to address that by asking your company to send you to conferences or other events.  

Is digital marketing a good career? 

Digital marketing is a thriving, high-growth industry, with ample opportunity for personal and professional development. Companies recognize the high ROI of SEO and digital content, and are investing in their marketing teams.

Are you ready for the numbers? Download our Inbound Marketing Job + Salary Guide: UK for the data you need to grow your career. 

We’ve updated our data for SEO jobs, salaries, and hiring opportunities. See the 2021 Digital Marketing Jobs Salary Guide.

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