The reason writing the Value Proposition in terms of the benefits to customer is gets stressed so much is because most products do start as the idea or creation of an expert, and experts find this task of defining their creation outside of their expertise to be very difficult.
Expressed consent means that the prospect or customer has to take a specific record-able action to indicate their agreement to receive mails. Which means going forward business forms (online or paper) need to by default have that little box asking if you agree to receive emails left unclicked, allowing people to do business with us to click them.
You’ve succeeded in the hard work of getting them to come to your site, why throw this away. To decrease the bounce rate and increase conversions on your site, you want to use social to bring people to your website, not to use social on your websites to draw people away.
The way to do this is to cycle through the process of trying things, take measurements considering a defined success criteria, improve based on insights and try again. It’s also appropriate to abandon a campaign that hasn’t shown enough return on investment over time.
The online metric that business owners are most interested in is whether or not their digital touch points (both web sites & apps) are resulting in sales and/or new customer acquisition. While traffic counts, source identification and behaviour metrics inform on fine tuning towards these goals, any executive reporting needs to consider a rolled up result as to whether the effort expanded impacted the business commercial goals.