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Sharing Your “Why” to Stand Out in Home Care Marketing – An Interview with Nick Bonitatibus

Learn how home care agencies can stand out with video marketing from industry expert Nick Bonitatibus. Discover why video is key for sharing your unique story, recruiting caregivers, partnering with referrals, and leveraging short social media snippets. Get tips on creating authentic, engaging video content that builds trust and drives results.
Learn how home care agencies can stand out with video marketing from industry expert Nick Bonetotavis. Discover why video is key for sharing your unique story, recruiting caregivers, partnering with referrals, and leveraging short social media snippets. Get tips on creating authentic, engaging video content that builds trust and drives results.

Tell Your Unique Story to Build Trust and Connection

Nick emphasizes the importance of sharing your personal story and “why” you started your home care agency. This helps you stand out from competitors who all claim to provide the “best care” but don’t explain what makes them unique. Telling your story in an authentic, vulnerable way builds trust and connection with potential clients and caregivers.

Create a Personalized Video

The best way to share your story is through video – on your website, social media, sent to prospects. Seeing and hearing you tell your why is more powerful than just reading it. Videos also showcase your passion and care for clients. They don’t need fancy production, just good lighting and audio with you speaking from the heart.

Recruit Top Caregivers With Testimonial Videos

Video testimonials from happy caregivers are “social proof” that you’re a great company to work for. Compile multiple short testimonial videos into one recruitment video to showcase on your website, job ads, etc. Also, use the interview to get constructive feedback from caregivers on improving as an employer.

Educate and Partner with Referral Sources

Establish yourself as an industry expert by creating educational videos on home care topics. Then bring on your referral partners like hospitals and assisted living to answer common questions, getting exposure for their expertise as well. Short 3-5 minute videos work best for social media.

Repurpose Content into Short Video Snippets

Take key points from your longer videos and recreate 1-minute versions optimized for Facebook/Instagram Reels, TikTok, and YouTube Shorts. The algorithm favors this short-form video content.

Valerie VanBooven RN BSN
Latest posts by Valerie VanBooven RN BSN (see all)
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Valerie VanBooven RN BSN
Approved Senior Network started as a small publishing company in 2008, called LTC Expert Publications, LLC. Valerie VanBooven RN, BSN founded the company after years of working in many different roles from ICU Nurse to Discharge Planner, Home Care, Care Management and more. She wrote her first book in 2003, called “Aging Answers”. After that came “The Senior Solution” in 2009. Valerie and her staff grew as more home care agencies and senior service businesses realized the undeniable value of being found online.
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