Why You Need Social Media, Even if Your Customers Don't

Well, here's the thing: your customers probably are on social media. Can any B2B company make the case that its target audience isn't on LinkedIn? Are there B2C companies without potential customers on Facebook? I guess it's possible, but it certainly won't stay that way for long. 79% of US adults use social media (if you were tuning into our webinar with Facebook today, you would have heard that very stat)! And eMarketer predicts there will be 1.43 billion worldwide social media users in 2012. Wow.

But this blog post isn't an attempt to convince you that your future customers are using social media. It's an attempt to convince you that there are many other reasons why social media is a crucial component of a well-rounded inbound marketing strategy -- and they have nothing to do with "engaging" with your target audience.

So let's pretend that your customers aren't on social media, or that you work for someone who thinks they aren't and, as such, doesn't see the point in investing in a social media marketing program. We all know how hard it is to convince non-believers of the importance of social media, so this post will serve as your guide for having that conversation. Here's how you can make the case for social media marketing to your boss -- even if he or she doesn't believe your target audience is using social media!

1) Social Media Activity Impacts Your Organic Search Presence

If you're investing in content creation, it would be a shame not to get it any visibility in organic search. Social media plays a bigger role in the visibility of web pages in search engines every day. In fact, Google even started to incorporate Google

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