How to Boost Sales, Referrals and Hire Top Caregivers Using Video

How to Boost Sales, Referrals and Hire Top Caregivers Using Video

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Dennis Gill: Okay. So Welcome to the CareSmartz360 on Air Podcast,a home care Podcast. I’m Dennis Gill, a senior sales consultant at Caresmartz.

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Dennis Gill: So video is a secret weapon for senior home care businesses.

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Dennis Gill: So today, our topic would be how to boost sales, referrals and hire top caregivers using the power of video.

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Dennis Gill: So craft explainer videos showcasing your services and client testimonials to boost sales, to generate referrals, and create videos featuring your passionate caregivers sharing their experiences.

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Dennis Gill: So this not only attracts clients seeking compassionate care but also inspires top caregivers to join your team

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Dennis Gill: ditch static job listings and showcase your company culture and impact through engaging videos to attract passionate talent.

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Dennis Gill: share these videos on social media and your website to connect emotionally, build trust and stand out from the competition.

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Dennis Gill: So watch your home care business thrive with the power of videos.

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Dennis Gill: So today we have Nick on the panel, who is the owner and founder of the digital champions that helps home care, businesses, leverage, social media and video marketing to attract clients and caregivers without spending tons of time or finances. So welcome to the podcast Nick.

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Nick Bonitatibus: Thank you so much for having me excited to be here.

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Dennis Gill: Same as him. How we are excited to have a conversation with you regarding this thing as it could be a very beneficial thing for the agencies. Home care agencies that are out there in the market.

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Dennis Gill: Okay? So as I’ve already given a quick introduction about the topic, I’ll straight away shoot my 1st question to you. So Nick, how can homecare agencies leverage video storytelling to resonate with specific audiences like families with seniors needing dementia care versus those needing daily living assistance?

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Nick Bonitatibus: Yeah, so there’s kind of a couple of questions within that question. But I’ll really start with the 1st one which is focused on storytelling, and one of the biggest aspects when it comes to home. Care marketing is understanding that

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Nick Bonitatibus: you offer the same service. Right home care is home, care everywhere. And so we have to think about ways and how we can be different. And you know I’ve been in the home care industry for 10 years. I speak across stages all over the country, and whenever I bring this topic up and I say things like, Hey, what makes you different people have the same answers, oh, our caregivers are the best, you know all this stuff.

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Nick Bonitatibus: But the truth is, that is not what makes you different. If everyone’s saying that we have the best caregivers. Then clearly, that’s not your number one differentiator. And so

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Nick Bonitatibus: if we really wanna stand out from your competition and connect with people on a different level. We have to do that through storytelling, specifically sharing your why and why you got into this business, Simon Sinek, if you’ve ever heard of the book start with. Why, he talks about people don’t buy what you do. People buy? Why, you do it, and when these home care agents, your prospective clients as well as caregivers as well as referral sources, are looking for people

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Nick Bonitatibus: to partner with, to be part of, to join your team. They’re looking for something deeper, something that they can connect with someone on an emotional level. And I’ve been very privileged to be able to talk to so many agency owners all over the country that have incredible stories about why they got into this business, and so simply by

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Nick Bonitatibus: taking the time to record your why, to share it in an authentic and personal way of just really, hey, this is me. This is why I started the business. And look, I know a lot of people start a business, hey? Like, I want to

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Nick Bonitatibus: personal personal freedom, all that kind of stuff. But we’re really leaning into the emotional connection like, Were you a caregiver at 1 point? Did you have an experience with? You know your own parents that made you want to go through this, good or bad, or you know, maybe you had a dementia experience. And you know you really wanted to support that community. And so by sharing your why, it becomes one of the most powerful tools that you can use and leverage.

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Nick Bonitatibus: And one thing that’s really important about how we understand and leverage video, a lot of times when people think about video, they think it’s, oh, I’m just going to post this one video on social media. No, that’s not what we do at digital champions. That’s not what we focus on. It’s how we creating assets that you can use and leverage again and again. And this, why video

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Nick Bonitatibus: is so powerful where you can put this in your carrier for automation. You put it on the front of your website. You add it to your email signature. You add it to your Linkedin page, where it’s front and center. You add it to your Facebook page, you PIN it to the top. You send it to every single prospect that comes into your circle, and my clients that are leveraging and utilizing this, they send it to people and people sign up. They send it to the caregivers they sign up.

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Nick Bonitatibus: It is a sales conversion tool, because it’s personalized. It makes you different. People say things like, I want to work for a company like you are. I’ve been looking for a company like this. The more you share your why, get that personal touch, the more you’re going to generate more sales, hire more caregivers, and attract more referral sources.

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Dennis Gill: Got it. Got your point, yeah. And you’re absolutely correct in saying that, because, as I’ve been involved in this industry for the past. Some time now I have seen the agencies, new agencies mostly that are starting up, that tell me that they were either the caregivers earlier on, or they started with their own family members. So I’ve yeah, I’ve been through that thing. There are many agencies they do start with these 2 things, mo mainly, that I’ve seen.

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Nick Bonitatibus: Yeah.

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Dennis Gill: Okay, okay, okay. Now, thank you. Thank you for letting us know about that. And secondly, beyond engagement, what key metrics or tracking methods. Do you recommend to assess the effectiveness of video campaigns in driving sales and referrals for home care agencies.

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Nick Bonitatibus: Yeah, there’s a few pieces to this question. And it’s a great question, because a lot of times people want to know, it’s like, Hey, what’s Roi right? People want to know how they’re going to get the most out of creating content as they’re leveraging this, you know, the 1st part really is understanding that this is a sales tool. Once you’ve created this video. And so when you add this to your website, you’re going to be able to track. Hey, how many people are we currently getting

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Nick Bonitatibus: converting from our viewership on our website to how many people are now opting in now that we’ve added the video. And so if you’re tracking those metrics, that’s a great way to determine whether or not the video is actually driving more results into the business. Another aspect that’s a little bit harder to

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Nick Bonitatibus: quantify is simply just like word of mouth where you’ll find people saying things like, oh, I saw your video. I loved your video. They don’t always bring it up. But what I’ll actually have a lot of my clients. Sometimes when somebody calls like, I, I saw the video on your website, and it made me want to choose you. And so they’ll actually say it. So if you’re tracking the leads coming in. That’s another way. Just through your inquiry process and saying, Hey, like, did you story? Did you see the story about? You know our owners and how they got started right. And so that’s a great way to kind of

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Nick Bonitatibus: also interpret how well this video is being leveraged and utilized.

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Nick Bonitatibus: The 3rd part is really through advertising. And so some of my clients have leveraged and utilized whether they’re advertising on Facebook or on Youtube, and then being able to then track those analytics specifically in those advertising campaigns. And so when you’re leveraging it hopefully, you’re driving to some type of form, or you’re driving to a way that you’re able to track it through

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Nick Bonitatibus: the advertising metrics. And however you’re using and leveraging it. So that’s a great way. I mean, it’s like, Hey, we spent this money. How many you know leads did we generate? For it can be very easily measured. So a lot of your Roi

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Nick Bonitatibus: on video is going to be determined on how well you leverage it once you’ve created it. Because sometimes people just make a video. And they’re like, all right, I got this video, and then they don’t actually know what to do with it.

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Nick Bonitatibus: That’s a big thing that kind of separates us where we’re not. We don’t consider ourselves like video marketing agency like, we’re focusing on strategy, how we’re leveraging this content. That’s gonna drive the greatest results. Because I know home care. I know your businesses.

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Nick Bonitatibus: and I know what drives the greatest results. And so how you use your video is going to be a big factor in how many leads. How many caregivers, how many referral sources you get based on you, making sure that you’re putting it out there on a regular consistent basis.

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Dennis Gill: Got it. Got it? Got your point? Got your point?

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Dennis Gill: And the next thing that I wanted to ask you. Mainly, you have answered already about that part. But maybe if you could want to add something to it that how the video can be used to effectively build trust and credibility with potential clients considering home care services. I know you answered some of that part, but if you could add something to it from your side.

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Nick Bonitatibus: Absolutely. Yeah. So the why, video, right is one video that can help to building trust and really breaking down these walls to create that know, like and trust the other aspect is creating content around education. One of the number one things I mean. I’m sure you guys are listening. You know this. There’s a huge, massive lack of education in the home care space.

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Nick Bonitatibus: Even, you know, doctors don’t even know the difference between home care and home health right? And so, how can we build this trust? We want to showcase that we’re the expert. Anyone can use AI and create some posts and share some tips on social media. But it takes a whole different thing to get on camera and actually talk about these educational resources. And this allows you to.

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Nick Bonitatibus: in addition to kind of build off of what you want to brand yourself as. And so not only are we creating educational to build that trust like, hey? This person knows what they’re talking about, but you can take it one step further, based on content that you want to be known for. And so, if you want to be known for being a dementia expert. Well, then, we’re going to lean more towards creating content specifically around dementia. Maybe it’s you know how to better communicate with your loved one dementia. Hey? Here are some activities to do with someone who has dementia. And so

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Nick Bonitatibus: Now, when they see that, and you’re saying, Hey, we specialize in dementia. And then, boom! You’ve got all these videos that specialize in dementia. You’re showcasing, hey?

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Nick Bonitatibus: We really are the experts. And we’re going to prove it. And we’re going to showcase that.

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Nick Bonitatibus: And so building this content of really leaning into education is one of the most effective ways to market your business, and one of the biggest mistakes that I see people making on social media when it comes specifically with home care business they’re constantly posting. Oh, this is our services. We do this, we do this. That is not

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Nick Bonitatibus: good marketing. Social media is not a billboard. It’s not about posting your services. It is about being a resource. It’s about building community, it’s about providing value. And so education is a great way to create really great content that people actually want to share, that people want to watch that can truly make a difference. And so the more that you really leverage these educational resources, the more impactful it’s going to be

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Nick Bonitatibus: What I do with my clients like we, we leverage Youtube because that’s 1, the biggest, in my opinion, the best social media site that’s often underutilized. And the main reason is because when you think about social media, you post a video once it goes to the news feed and it’s gone.

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Dennis Gill: Yeah.

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Nick Bonitatibus: Whereas with Youtube, you can have one video that stays on there that just keeps getting seen by more and more people. And I have clients with content that have, like

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Nick Bonitatibus: 10,000 20,000 views on specific topics and education. Now I share those views not to be like, hey, look what this person or Hey, this is what you can expect, because that’s not necessarily a normal result that we see unless you’re putting advertising dollars behind it. But for them to generate this amount of views. Organically.

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Nick Bonitatibus: it is a direct representation that there is a massive lack of education, and that people need and want to watch and consume this content, whether it be about bathing with dementia, or, you know, conversations with the elderly. Those were 2 of the topics that performed very well. And so

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Nick Bonitatibus: When we think about that, hey, there’s this huge need, you’re now able to leverage these resources in multiple aspects. So not just from getting discovered, maybe organically, on Youtube or on social media. But now you can leverage it within your internal team. So when someone comes to you and they say, Hey, you know, my mom, we’re really struggling with dementia.

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Nick Bonitatibus: We’re Hey, we’re here to help you. But also we have some resources on our Youtube channel that you can go check out on your own time to really watch and and help you to better communicate with your loved one. And so now you’ve got these sales tools right again. It’s not about like, Hey, let’s get tons of views. It’s about making sure that the people that are already coming into your funnel.

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Nick Bonitatibus: that are coming into your circle, that are finding you, that you’re now leveraging these tools and utilizing them to drive greater sales and conversions, to build that trust and get them to go with you over the company down the street.

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Dennis Gill: Got the point, got the point, and the next thing is also an extension of this question, only that we were just discussing now that. What are some of the tips to help Gay give us feel comfortable and confident on camera that we’re just talking about when they’re creating video testimonials or recruitment content.

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Nick Bonitatibus: Yeah. And so when it comes to the video content, right? A lot of this is going to be focused around. Maybe the

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Nick Bonitatibus: the owner or the marketer generally. I like to lean towards the owner, creating content. However, I know right. You know, that recruitment is a huge aspect of driving, you know, home care results like, Hey, you may have tons of clients like Nick. I I don’t need more clients. I need more caregivers right? And so when we think about hey? What’s the best way to convert people

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Nick Bonitatibus: in any metric? Right? What do you do when you go to Amazon? You look at the reviews right? When you’re looking for a restaurant, you go to the Google reviews. People are always looking for reviews. And so when you’re trying to attract top tier talent

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Nick Bonitatibus: reviews are your best way to converting these individuals, these people that are coming into your team. And so what I do with my clients is.

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Nick Bonitatibus: and what I recommend that you can do without me is just recording testimonials of your existing caregivers.

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Nick Bonitatibus: And so when you’re able to do this and leverage. This, you’re now having real people, real caregivers. Talk about how great your organization is. Now, this only works. If you actually have a good organization, and you take care of your people, and they have nice things to say about you, right? And so that’s an important aspect of how we’re able to get these testimonials, but one of the things when it comes to, at least when I’m working
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Nick Bonitatibus: with my clients that helps the caregivers be a little bit more comfortable. Few things right? One. We pay them for their time. So that’s part of it. And most States actually require man that 2. We give them the questions ahead of time. So if they want to review or prepare some of the questions, then they have that it helps them to kind of think about what they may want to say.

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Dennis Gill: There. Yeah.

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Nick Bonitatibus: And then the 3rd part is really we edit the content. And so if you tell the caregiver, hey, don’t worry. We’re gonna edit out any mistakes or things that you make. So don’t worry about messing up. We’re only gonna be taking the best things that people say, and that’s the same thing we do with our owners and our clients is like.

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Nick Bonitatibus: Hey, you never have to record a video in one. Take when you work with me. It’s like we’re editing the videos. You don’t have to try and do it all in one. Take or worry about messing up. I mean my clients mess up all the time, but the finished result is flawless because of just having some simple editing that can.

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Dennis Gill: Okay.

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Nick Bonitatibus: Can really help with that, but really leveraging right, regardless of whether you’re editing testimonials or working with me. And again, I don’t want this to be a sales pitch. But it’s like, get more testimonials. Period. That means Google reviews. That means caregiver testimonials. This is one of the best ways to drive so many results in your business, and when you have a ton of great testimonials from your caregivers that’s going to help you to attract more of the top tier, the great ones the best ones, because

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Nick Bonitatibus: they’re they’re applying to 6, 5, 6 other companies out there.

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Nick Bonitatibus: And so we have to differentiate our it ourselves. Because having a position right? This is what I always say, hey, we’re hiring great. So is everyone that’s not gonna help you to get more people. We need to be very intentional about our marketing.

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Nick Bonitatibus: understanding that recruiting is sales. And so the language that we use the the copy, the the verbiage, the videos we create need to be very intentional from a marketing effort. We can’t, just, you know, create anything. Oh, we’re hiring. Or and I see this with flyers and social media posts that are just not thought out, just posting just something. Oh, my God! Like! And it screams desperate.

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Nick Bonitatibus: you know, when you see some of the content that’s being shared. And so we really want to come from this place is like, Hey, we are the best. We’ve got the best caregivers. Here’s what they’re saying. They love working for us, and I know that you’re going to love working for us, too.

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Dennis Gill: Got it. Got it? Got it? Got it? Yeah, obviously, I think these points will definitely help the home care agencies. The owners that are listening to our conversation now and hopefully it would give them an advantage on that thing from the other agencies that are not able to hear us.

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Dennis Gill: Okay, okay. So lastly, one last thing from my side, one last question, that is, can you share a framework to develop a comprehensive video content strategy for the home care agencies, considering different video types and distribution channels.

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Nick Bonitatibus: Absolutely excellent. So I’m gonna break this down in a few parts. So the 1st thing is really thinking about your framework for how you create videos. And this is the framework that I follow.

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Nick Bonitatibus: It was taught to me by the Harmon Brothers, who have some really amazing commercials. If you’ve ever seen the squatty potty or poopery, or purple mattress. Very famous Youtube videos, you can go check out that have millions of views. They were created by this Harmon Brothers. And so I’ve kind of tweaked their formula to kind of tailor. It simplify it a little bit more. And so every video that we create. I use this with social media posts. I use this with

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Nick Bonitatibus: email marketing. And it’s called the message formula. And so it’s focused on. The 1st thing is the hook. How are we drawing people in creating building curiosity for people to want to watch more, listen more, to keep reading, whatever it may be.

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Nick Bonitatibus: The second thing is, address the problem. Why should they even be listening to this? What problem are you solving for them in the content that you’re about to deliver, or the solution that you’re about to provide. And so we need to make sure. If we want to attract people, we need to solve their problem. This works for caregivers as well, like, what problem are you solving for caregivers by them coming to work for you? And so understanding these key elements by starting with the hook, addressing the problem. Now we’re pulling them in more.

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Nick Bonitatibus: Now you go into the solution. This is where you provide the meat. This is where most of the content, the education, and everything from the tips, and what you’re doing to help solve their problems, because one thing to remember

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Nick Bonitatibus: when it comes to home. Care is like, you’re not selling your business. You should be selling home care selling. Why, caregivers are effective in the home. And then you’re like, Hey, we can help you do this, but the goal is actually to sell home. Care not sell your home, care business. That’s a whole other way again, of understanding marketing. A great example of this. Sorry I’m going on a little tangent here, but there’s an ad. I live in San Diego, and it’s my favorite sunscreen company.

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Nick Bonitatibus: There’s a big billboard. I even took a photo, and it says we don’t care

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Nick Bonitatibus: what sunstream you use. Just use sunscreen or something along those lines. Right? And so the advertised is focused on. Hey?

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Nick Bonitatibus: Just yeah. I think it said. You don’t have to use ours just use sunscreen. And I love this ad, because right? They’re selling sunscreen, not their sunscreen. They’re just saying.

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Dennis Gill: Product. Yes.

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Nick Bonitatibus: Protect your skin, make sure you’re wearing sunscreen. And so again, that’s a really strategic and smart way to market.

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Nick Bonitatibus: So now that you’ve got this message formula. And I talked already a little bit about the different types of videos, right? Your, why video your recruitment video and then leaning into education. Right? And so that’s kind of like the series. I like to think about it as connection, right and education and social proof. And so those are kind of like the 3 main different types of content that we’re creating. And then the distribution channel. So

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Nick Bonitatibus: one thing that has really stood out and has become very clear to me. If you guys remember, you may laugh at this

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Nick Bonitatibus: if you remember Vine

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Nick Bonitatibus: right, and people always laugh. I’m like, Oh, my God, Vine, yeah, how about that? Right? And the thing to understand about vine is that what was it? It was a video platform, even though it doesn’t really exist anymore. No one’s using vine. There’s newer platforms like Tiktok that are coming out. Although, to say, Tiktok’s not really coming out anymore. It’s the top platform and doing very well from a social media perspective. But the reason I bring it up is because

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Nick Bonitatibus: we need to understand that these social platforms are going to change. I remember when I got onto Facebook and I had an older brother and I got on to Facebook, and he’s like, what are you doing on Facebook? That’s only for college kids.

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Nick Bonitatibus: And so a lot of things have changed right now. People say, Oh, Facebook’s only for older people. Side note, Facebook is still a great platform. But the point is that social media platforms are going to continue to change and evolve. So making sure that we’re using and leveraging the medium. That is a video. And then once we’re leveraging the medium and creating this content, then we want to make sure that we’re leveraging and sharing it everywhere. Because it’s like, Hey, we’re already creating this video.

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Nick Bonitatibus: We might as well host it across platforms. And so

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Nick Bonitatibus: I touched on Youtube. Already, again, Youtube is different from every other platform because it’s a search tool. So when people are looking for services having Youtube videos on your website helps with SEO, that becomes a really important aspect. And if you have one good video on Youtube, it can actually just bring more people to. Then watching your other content, whereas that doesn’t happen on a lot of the other platforms. The other one I recommend very strongly from a social media perspective, is Linkedin.

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Nick Bonitatibus: Most home care agencies are not leveraging and utilizing Linkedin that they should, because that’s where your referral sources are. And so when they’re showcasing yourself and you’re saying, Hey.

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Nick Bonitatibus: You know I’m an expert, and you’re proving it. And you’re showing your face again and again. Right? You spend all this time and effort developing referral sources, going to these people’s offices, trying to schedule, meet and greets coffees, lunch and learns all those things. And so when we can also show up in front of them on their news feed. And one more touch point one more way to leverage it. The other thing with Linkedin

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Nick Bonitatibus: is understanding that there’s actually a higher income

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Nick Bonitatibus: of Linkedin users. And so the average income generally is like 40,000 on Facebook. Whereas Linkedin, it’s 70,000. And so knowing that if you’re doing private pay home care, you’re looking for people that can afford your services that have the resources to afford care, and so expanding your network on Linkedin, making sure that people know who you are. Right. That means connecting with old high school people, college people in your network. People go to church with

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Nick Bonitatibus: connecting with everyone that could potentially be a client as well. So that you’re really leveraging that network that is Linkedin.

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Nick Bonitatibus: and also understanding that it is the number one professional

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Nick Bonitatibus: network, right? And so Linkedin in itself is already a really impactful aspect in how you’re leveraging it and utilizing it in your business where you can get in front of more people. And then you know Facebook, Instagram, Tiktok are other ways where you can put it out there. But the algorithms become really tricky, like the Facebook algorithm for business pages. And Instagram has become really poor

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Nick Bonitatibus: where you’re just not getting much reach, as you used to. And so to really leverage platforms like Facebook and Instagram, they tend to be more impactful by leveraging like your personal Facebook pages. And so if you do have a personal Facebook page that you’re sharing some of your content, not all of your content. But if you’re making some videos that you’re sharing that to your personal pages and just saying like, Hey, just here’s some education like you should be. You should

00:24:35.100 –> 00:24:45.760
Nick Bonitatibus: want to share the things that are being posted on your social media. If they’re valuable, if they’re if you don’t want to share what’s being posted under your social media, then it’s probably not good content.

00:24:45.760 –> 00:25:08.760
Nick Bonitatibus: And so that’s a great way to think about like, hey, am I posting good content on social media? Well, do I want to share this? Do I think other people would want to see this. If not, then maybe it’s time to rethink your strategy. But generally I like to have a well diversified portfolio of different social media platforms. But again, like I said, to kind of just sum it up

00:25:08.760 –> 00:25:17.759
Nick Bonitatibus: big fan of Youtube and Linkedin really being key. And then I would probably say, Facebook, like Number 3. And then, yes, you can have a tick, tock and stuff. But again, it’s not

00:25:18.230 –> 00:25:25.050
Nick Bonitatibus: gonna drive crazy results, whereas you know the top 3 are gonna be much more impactful and driving your roi.

00:25:26.050 –> 00:25:43.550
Dennis Gill: Okay. Okay, okay, okay, okay, alright. So thank you. Thank you. Nick. For sparing your time today and sharing very detailed and great insights, and I hope this is pretty helpful for our audiences, and I’m sure they found this useful

00:25:43.820 –> 00:25:49.959
Dennis Gill: so, and thank you all for tuning in until our next episode. This is Dennis Gale signing off

00:25:50.060 –> 00:25:51.250
Dennis Gill: bye, bye, everyone.

00:25:51.740 –> 00:25:52.380
Nick Bonitatibus: Take care!