Must-Know Digital Marketing Terms & Definitions for Your Mid-Missouri Business

Sep 03, 2020  | 

Are you a business owner in mid-Missouri looking to improve your brand’s online presence with digital marketing services, but not sure where to even begin? No worries, the Lift Division team is here to help you break the code of acronyms and key digital marketing terms. Our expert digital marketers in Columbia, Mo understand you are busy running your business and don’t have time to worry about content marketing, SEO strategies, bounce rate and more. That’s why we are here to do it for you!


Terms & Services Associated with Digital Marketing in Columbia, Mo

Explore the following key terms used in the digital marketing industry to get a better understanding of how your mid-Missouri business can improve its presence online.


Key Digital Marketing Terms Every Business Owner Should Know

Bounce Rate

Used in analyzing the success of a webpage, the bounce rate is the percentage of website visitors who navigate away from the site after viewing only one page.


Content Marketing

Creation of videos, blogs, social media and other content to enhance a company’s digital presence through consistent and strategic content.


Conversion Rate

Commonly used in website reporting, the conversion rate is the percentage of visitors that completed the desired goal or conversion. For example, if the web page’s goal is to have visitors sign up for an email, your conversion rate would be the number of visitors who signed up compared to the overall number of visitors to the page.



Call to action, commonly referred to as CTA, is asking the customer to take the next step in the consumer journey. Just as it says, the call to action is asking the customer to “do something”, whether it be calling the company, purchasing a product or signing up for a newsletter.


Google Analytics

A common tool used in website building to help companies and marketers measure the success of their website based on specific goals. Whether you are interested in knowing the number of visitors to your site or the journey a customer took on your site, Google Analytics provides marketers with website-associated data.


Inbound Marketing

A strategic marketing concept designed to bring potential customers to your brand rather than push your brand onto potential customers. There are a number of strategies used within the broad fields of content creation, search engine optimization and social media marketing to enhance a company’s inbound marketing plan.



A specific term or group of terms a potential customer may insert into the search bar in order to find the product or service they are looking for.


Landing Page

The webpage a user finds themselves landing on from the organic search result, digital advertisement or email campaign.


Lead Generation

Broadly defined, lead generation is the customer’s desire to learn more about the product or service being sold. Often in digital marketing, lead generation can include signing up for a newsletter or requesting more information by contacting the business.


Lead Nurturing

The process of building relationships with potential customers. Consumers today are informed and choose their favorite brands and companies based on relationships and the service they receive. Building relationships with customers through every step in the sales process is crucial to the success of a business.


Pay-per-click Advertising

Also known as PPC, pay-per-click advertising is a way for businesses to digitally advertise their business or services through an online platform. The ability to create an advertising budget each day that best fits your business goals entices many companies to invest in pay-per-click advertising.



Return on investment, or ROI, is a common term used when evaluating and reporting on the marketing & promotional efforts your company is currently pursuing. In digital marketing, ROI can include impressions, website visits, downloads, etc. When determining ROI based on digital marketing, it is important to evaluate based on the specific goals your company has created.



Search engine marketing, or SEM, is the broad term used in digital marketing that refers to the activities done to increase a company’s presence in the search engine results page.



Search engine optimization, or SEO, is a more specific search engine marketing strategy that focuses on improving a company’s organic, or free, natural ability to rank on the search engine results page.


Social Media Marketing

A type of digital marketing focusing on social media platforms like Instagram, Twitter, Facebook, LinkedIn, etc. Social media marketing focuses on building relationships and increasing a consumer’s awareness of your brand.


Target Audience

The group of people the company has defined to be the ideal set of customers to which the company is targeting its services and products. Once a company has established its target audience, marketing strategies can be built to accomplish the company’s goals.


Lift Division’s Digital Marketing Services in Columbia, Mo

Now that you have a better understanding of the terms associated with digital marketing, let our experts help you create a digital marketing plan that best suits your business needs. With our Free Online Marketing Assessment, you can gain a snapshot of your website’s current ranking online, valuable keywords and local presence both through your website and social media profiles.


Whether you are interested in rebranding, rebuilding your website or creating an SEO strategy, our team of website developers, digital marketing specialists and content strategists are here to help you accomplish your goals. Follow us on Instagram and Facebook to see our recent successes and a behind-the-scenes look at how our team improves brands with marketing strategies in Columbia, Mo.


Ready to learn how our team of expert digital marketers can improve your digital presence in mid-Missouri? Contact us today at