Why speed is important

by Alex Cleanthous - Get more articles like this sent to your email here

“If everything seems under control, you’re just not going fast enough” – Mario Andretti.

Here’s why speed is important in digital marketing.


People always talk about speed being important with digital marketing, but what does it actually mean?

I’m all about speed.

Faster. Quicker. Now.

One of my favourite quotes of all time is from Mario Andretti and it goes something like this: “If everything seems under control, you’re just not going fast enough.”

Now, Andretti was one of the most successful racing drivers of all time, but it’s the same with digital.

Here’s why speed’s important.

You have two people working in different companies, competing against each other.

Both of them are smart. Have the same amount of experience. Same ad budget. Same goals.

Who wins?

One of them focuses on getting things right more than they try to get stuff live.

The other does the opposite.

Now, who wins?

What do you think the number one most important thing is when it comes to digital marketing?

Consistency? Nope.

Hard work? Well, it’s important, but it’s not the most important.

It’s iteration. Or more accurately, speed of iteration.

Launching something, seeing how it goes in the market, improving it, and launching again.

This is where speed is key.

Your speed at iterating on new initiatives has the biggest impact on the success of your digital campaigns.

Because here’s the thing – most of the things you launch probably aren’t going to work the first time around.

And even if they do, is it enough?

Here’s some perspective for you… What do you think is a good conversion rate on a landing page that gives away a free report? 5%? 10%? 20%?

Well, one of my good friends isn’t happy until he’s achieving a minimum 60% conversion rate on his landing pages.

Although he prefers 80.

So you have you…

And you have him…

Both of you have the same ad budget.

Who wins?

Here’s the thing…

He doesn’t get there the first time around.

He launches, he iterates, launches again, iterates, and continues the cycle until he hits his goal.

And it’s his speed of getting from the first launch to his 80% conversion rate that is the most important thing in digital marketing.

Because as soon as he hits it, he can move on to the next thing.

And there are a lot of ‘new’ things to be figuring out.

The more things you can ‘hit’ in a month, the faster you’ll grow, and the harder it will be for anyone else to keep up with you.

Because here’s the thing…

Every company is different.

Every campaign is different.

Every execution is different.

There’s no magic bullet.

There’s just how fast you can move on everything you launch.

Landing pages, ad campaigns, offers, sequences, articles, videos, chatbots, Snapchat ads, Instagram ads, Facebook ads…


About the show

Webprofits is a full service online marketing agency with over 80 data-driven specialists. Built on a culture of innovative, strategic and intuitive thinking, Webprofits focuses on achieving successful, performance-based results online.

Webprofits TV is our way of helping business owners, C-level executives and marketing professionals grow a business using online marketing, with a particular focus on social media, online advertising, content marketing and conversion rate optimisation. You can use this information to implement the strategies yourself or to help you know what to expect from anyone you hire to do it for you.

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Alex Cleanthous

Alex Cleanthous

Director of Strategy + Innovation at Webprofits
Alex Cleanthous is an entrepreneur, writer, technologist, and marketing leader. He is Co-Founder of Webprofits, Australia’s largest private digital consultancy. With more than 20 years experience in the digital space, Alex stays at the forefront of digital innovation, strategy, and execution identifying new markets, platforms, and tools to keep pace with the exponential expansion of technology.

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