NTEN Webinar Roundup: Stepping Up Your E-mail Marketing, Part 2

Tactic 4
Search engine marketing. Organizations can pay or, if they're eligible, use a Google grant to optimize keywords at a cost per click to get prospects directed to their site. McKee said she's seen the most success around year-end or emergencies in the news that people are searching for information about. Another tactic is driving traffic to action alerts or an e-mail collection device. McKee recommended organizations sign up for Google Adwords accounts and start experimenting.