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Episode 56

Using video to create personalized experiences for clients and caregivers with Nick Bonitatibus

Jeff Howell: 00:01
Welcome to Home Health 360, a podcast presented by AlayaCare. I’m your host, Jeff Howell, and this is the show about learning from the best in home health care from around the globe. Hey, home Health 360 fans. Today we have Nick Bonitatibus. Nick is the owner and founder of the Digital Champions. You can find them at He helps home care agencies generate more sales, attract more referral sources, and hire more caregivers, all through the power of video. Nick, I’m going to go ahead and accuse you of being the only video marketing consultant exclusively focused on home care. How do you plead?


Nick Bonitatibus: 00:43

It’s the truth From my own knowledge. That’s what I know.


Jeff Howell: 00:47
Give us a little bit of background. I learned today that you actually spent some time at Sodexo. That was something new. Tell us a little bit more about your journey into where you’re at today.


Nick Bonitatibus: Guest 00:56
I started off my career right out of college in 2014, working for a home care consulting company. That was how I got thrown into this industry. I’ve been in this business, or in this industry, for a decade. Through that time there, I just learned a lot about the industry. My role was to do the video marketing and social media for that consulting company. In 2016, I got the opportunity to actually speak to home care owners about social media. It was in that moment. It was such a pivotal moment in my mind of when something changed, because I got off stage and I just knew that was something that I wanted to do. I want to speak more, I want to teach more, I want to coach more, which eventually led to me going off on my own and wanting to really go all in and help more agencies to really be able to leverage the powerful medium of both video and social media.


Jeff Howell: 01:54
I thought when we first chatted that you had a pretty niche offering and first of all only targeting home care and then only being a one sliver of marketing, which is video. I love how narrow the world can be these days. You have an even more niche offering where I said well, how many different packages you have? You said one. What is it that if someone hires you, they get a certain number of things from you within a certain number of months. What is that?


Nick Bonitatibus: 02:26
Yes, basically you get 12 videos. It’s actually evolved more than 12 videos because we actually repurposed the clips into one minute clips. Then we also create multiple versions of our recruitment video for attracting caregivers. It ends up being closer to 20 videos and we get that all done in less than six months Got it.


Jeff Howell: 02:48
Then the price does range. It depends on what is involved. I just loved how you have this really productized service where you’ve looked at it and you take these companies that need help with their video. You could be offering more for the people, but you’ve come up with this package on what you think is what the average home care agency needs to get going. Can you give us a little bit more detail? If they get 12 core videos, now you’re starting to slice those up so that they get these extra snack sized videos. Run me through. If I’m a customer that’s knocking on your door, what kind of videos am I getting? Why is it 12? Bring me through the process.


Nick Bonitatibus: 03:32
The big thing about this and through creating this program was that I realized through trial and error which is why I only have one product offer is because I had courses, but people don’t watch courses. They buy them, they don’t always watch them. If they do watch them, then they don’t do it. It was through this progression and even working with people from a coaching side. I still found that there was these pieces missing. I have a very unique process in how we create the videos called digital directing, where we’re actually just creating this content on a call, similar to what we’re on right now using Zoom or Riverside. We leverage this so that all you have to do is show up to a call with me twice a month. That’s two hours a month. We get this done. You don’t have to watch any courses, you don’t have to watch any training. You literally just have to show up. Then, through my experience and really understanding and knowing this industry, I’ve focused each video with the intention of leveraging it in your market. It’s not just about making videos, but actually getting results with the videos that we’re creating. Video number one we create your why video, telling your story.


Nick Bonitatibus: 04:49
Simon Sinek says people don’t buy what you do. They buy, why you do it. Buying is so important because that’s not just clients, prospective clients, it’s also referral sources, it’s also caregivers. They need to buy into you. That’s always the first video we create because it’s the most impactful and it’s the one that you can use again and again to drive results within your business.


Nick Bonitatibus: 05:12
The second video we create is a recruitment video, because I know that you guys want to hire more caregivers. It’s a huge need. The number one way to do this is through social proof. What we actually do is we get your caregivers to talk about how great you are and this whole system and questions that we ask to interview our caregivers and then creating a compilation video that becomes our video number two that we leverage. You can use again and again.


Nick Bonitatibus: 05:38
You can put it in your hiring automation, you put it on your recruitment webpage. You can use QR codes or flyers. So many applications that come to creating this. Then, basically, three through 12 are all focused on education and becoming an expert in your industry. People want to do business with who they know, they like and they trust A lot of people in this. They say they’re great, they say they know what they’re talking about. What we do is we prove it. We show that you know what you’re talking about, that you are a true expert in your field. We do it strategically, based on how you want to market and leverage your business.


Jeff Howell: 06:16
Okay, love it. I’m taking a lot of notes here. I feel like your knowledge of the industry and what you just described, there wouldn’t be any other competition out there. I feel like videographers that serve all industries would show up and they wouldn’t really understand how to write these storyboards and create a really structured process that you can repeat.


Nick Bonitatibus: 06:38
Yeah, and it costs about 20 times more than what I charge. If you Google how much a videographer costs, it’s like 10 grand for a 30 second video. So we’re talking about 20 videos for a lot less.


Jeff Howell: 06:51
Got it. What would you say? And who do you serve? I’ve seen some of the who’s who and the franchise world. What would a typical customer look like for you?


Nick Bonitatibus: 06:58
in what regards so like Franchise or independent? Is that what you mean?


Jeff Howell: 07:03


Nick Bonitatibus: 07:04
Yes, so we work with a variety. I would say it’s maybe up 65 40 and franchise to independent. So it’s a really good mix of both. We’re working with a lot of the different franchise these big ones, small ones, all over the place.


Jeff Howell: 07:21
What would you say? What are agencies getting wrong About video today? And for the ones that aren’t using video at all, what are they missing out on?


Nick Bonitatibus: 07:30
one of the things that I Think it’s important to clarify in getting it wrong is that they think just having video is what drives the results, and so they hire some company to make stock video, and Anyone can make that on Canva. Go ahead do it. It’s not gonna work. It just doesn’t drive results. Even explainer videos, they’re just like talking about home care. They’re just. They’re no different than your website. They can read that same thing that you just put into a video.


Nick Bonitatibus: 07:59
But when you actually leverage your own self in what some people call talking head videos, where it’s you, it’s a real person. That’s the difference. That we’re creating is having a real person behind the brand, because people don’t want to work with logos. You’re dealing with someone’s loved ones, someone’s patient. We need to make sure that they trust you, and that comes from showcasing who you are as a real person.

Nick Bonitatibus: 08:27
And if you’ve ever seen this, I’m sure you have right. You send an email and somebody misconstrues it. They’re like god. They didn’t fully understand, because there’s no tone in emails but video. There’s no mix like. This is what you’re getting. You’re getting the video, you’re getting the tone in what you’re sharing and what you’re creating.

Nick Bonitatibus: 08:45
And as for the people that aren’t using video, and maybe you’re thinking right now oh my gosh, no way, I don’t want to be on camera, I can’t be on camera, I don’t want to do that, and that is exactly what so many other people are thinking. And so just by doing video, being willing to show up and get on camera automatically separates you from so many people, because most of the people that I talk with that aren’t working with me, do not want to get on camera, do not want to do it. They’re afraid of the judgment, wearing about what people will say, what people will think, and worrying about perfection. Oh, it needs to be this, needs to be that. But if you want to stand out and you want to be different, then you need to be willing to do things that other people aren’t willing to do, and this is a way to differentiate yourself.

Jeff Howell: 09:37
Yeah, you know, I don’t know if there’s a saying for this, but a picture is worth a thousand words and like a video would be worth, you know, a million words. Right, the ability to Storytell and to evoke emotion. And you’re so right like people think that they buy with logic, but they don’t. They buy with emotion and they rationalize it with logic.

Nick Bonitatibus: 09:57

Yeah, Maya Angelou says people don’t remember what you said, or did they remember how you made them feel?

Jeff Howell: 10:03
right. So I’m imagining another excuse or way people procrastinate is, you know, they think that it needs to be perfect and that they need all this fancy equipment. Sounds like when I’m your customer and I’m showing up twice a month, that you’re just recording me Through zoom or Riverside. Bring me through like what kind of equipment someone would need to sign on board.

Nick Bonitatibus: 10:28
Yeah, I have no requirements to the video quality. That’s up to them and how they decide. But I do recommend that you get a webcam that is at least 1080. You can get 4k if you want, which you can get a nice 4k Logitech webcam for like a hundred and fifty bucks. If you get a 1080, it’s cheaper than that. And then I recommend some form of a Microphone. You can get a fancy podcasting mic like this one, or you can just get a Lapel mic that plugs into your USB. That’s about 20 bucks. So from a budgetary standpoint it’s very affordable to make videos with a webcam and a microphone.

Jeff Howell: 11:07
That’s all you need, yeah sure, and in fact there’s some value in the production value being low, because then it’s, you know, just sort of like, is a little bit more authentic.

Nick Bonitatibus: 11:19
Exactly, and because of that, the reason why I mentioned this earlier video production Agency that comes to your office. They’re lugging $20,000 cameras to your office with huge lights and studios, with the production crew and all this, and that’s why it costs so much. And so, because we do it this way, we’re able to keep the cost down as well and you’re able to create so much more Content. But, like you said, the biggest thing is that authenticity that it doesn’t seem like you’re this Massive conglomerate, but you’re just a real person you’re recording in your Office, talking about content that people need to hear.

Jeff Howell: 12:01
It’s really the substance and not the style that matters, and in fact so. We do a lot of video as well. We just came back from our user conference and we had a ton of video that was on the main stage and it was all shot with our producer, ryan’s iPhone. What we have splurged on is we have a couple of wireless lapel mics and, and they basically communicate right to Ryan’s iPhone, and I googled them. I think it’s about a thousand dollars for the set, just to make sure that we’ve got top-notch audio.

Jeff Howell: 12:31
I was gonna say in any scene like so we can walk around, but I mean, we could also be using just like a two or three hundred dollar. There’s a twenty dollar one mic or a shotgun mic?

Nick Bonitatibus: 12:42
There’s a twenty dollar lapel Bluetooth microphone. Then you can get for your iPhone that I use and recommend to my clients when they’re doing more Mobile videos. I went to an event a franchise event and recorded videos for them, testimonials, and when you look at them you’d think that they were professionally made, even those literally a twenty dollar microphone and my iPhone so for the Video number two that you produce the caregivers doing this compilation video of seeing how awesome the home care agency is how do you collect those?

Jeff Howell: 13:16
are you jumping on zoom meetings with all of them, or are you using something like video ask, or is there some kind of technology that you’re using where they’re recording on their own Phone and they send it to you?

Nick Bonitatibus: 13:25
great question. The recruitment video is done a little differently than a lot of the other videos. I guess I’m coming back on exactly what I said, but this is the one piece that’s outside of our calls. That’s like homework, I guess you could say from the clients. But I’ll say this there’s a reason for it.

Nick Bonitatibus: 13:44

So one of the things that and again, this is from my Understanding and knowledge of the the industry has that your caregivers, from a retention standpoint, that touch points are so critical in that we are having consistent touch points with our caregivers to encourage long-term retention, and so basically what I have my clients do is to bring in their caregivers to their office and Record the content. Now some of my clients have done it on their phone, but I recommend you just do it on zoom. You set the caregiver up in the same Spot that you record your own videos so that we’re recording our own videos. Have them sit in your desk, have them put the microphone on right, do All the things that we’ve already set up. It just makes it easy ability. From my experience, recording on your phone Sometimes makes it more difficult to transfer the files to a cloud base, just takes forever to upload and just a big kind of Mess where, when it’s right on zoom, it just makes that process a little easier. And so Then there’s a whole like series of questions that I have that are all geared towards leveraging sales psychology and understanding that people want a transformation.

Nick Bonitatibus: 14:55
Two of the core questions that we ask are what was it like before working with us and what is it like now? What you’re able to see through that process is really the caregiver saying something like I really didn’t like the company. They didn’t appreciate me. They had poor communication. When I came here, they had great communication. Now they’re showcasing and they’re hitting on key pain points that they have from previous companies that a prospective caregiver may be currently having.

Nick Bonitatibus: 15:21
At that time, you’re going to solve my problem. We’re not going to have that problem anymore. Then they want to come with you. What’s really revealing about this interview process is, if there’s certain things that your caregivers aren’t saying, then maybe there’s room for improvement. You can actually use this opportunity to ask them additional questions that maybe aren’t even part of the interview that we’re not even recording and asking things like hey, I noticed you didn’t say anything about communication. How would you rank us in that area? What are some things that we could do better in that area. Now you’re leveraging this interview process to not only get marketing materials that we’re going to leverage and utilize, but you’re actually using it to gain more real feedback from your top caregivers so that you can improve your whole internal operations, recruitment and retention process weren’t you telling me a story about a caregiver award ceremony, and then there was a deadline and there was an agency was able to get something like 20 to 25 videos.

Nick Bonitatibus: 16:25
I did do that one time. That was a unique situation, but that is where we used video ask, which you mentioned, which is a cool way. What we had done was we had a very specific deadline to this awards ceremony, so then she just had all of her caregivers and staff use video ask, send the link out and just like talking. You get a very mix when you do that. It’s a little less controlled, but it can work effectively in scale.

Jeff Howell: 16:55
And I will try to you jump in if I don’t do it justice here. Video ask I think the website is just videoaskcom. The number one use case is to text a link to customers and when they click on the link it’ll open up there a video recorder and they can say a good testimonial about you. And then when they hit finish, it texts or emails that link back to you and then you can download that video file. So it’s the easy way to collect testimonials from customers. But then another use case would be from your own caregivers, to shout out your company in the hopes that that would help recruit more caregivers.

Jeff Howell: 17:37
And then the other use case that I’ve seen. It’s very, very rare, but I saw this lawyer who has a video ask video on his website and when you press play, it’s like choose your own adventure. And he says, hey, I help people in three ways which way would best describe you? And on the video you can click which one it is. And then the next video pops up and says oh, you selected, you know this service. Well, let me tell you a little bit more about that. I thought it was an amazing way to funnel prospects down, and I have never seen a home care agency do that, but I just thought it was such a cool interactive video that would be really cutting edge for home care. I’m sure you probably haven’t seen it either that anyone’s gone to that extent to use it Right.

Nick Bonitatibus: 18:19
No, yeah. So home care is very unique, where they’re like in this constant process of trying to both recruit clients and caregivers. So when you have that, it’s on your website. Like where are you targeting your audience above the fold, as they say? With your website, you know who are you speaking to, so something like that could be really valuable. But, like you said, yeah, video ask is great if you want to get client testimonials and you’re just sending out the link, so at the same time you can just go out, record it on your phone to.

Nick Bonitatibus: 18:51
To avoid this is one of those things was just in my experience that people are terrible with technology and so, yes, video ask is as easy as it gets in my mind. It is so simple. You can put prompts in. So, let’s say you wanted to have them ask a series of questions. You can have them like record and answer the one question and then it’ll be like submit Great, review the video record again no, all right. So then you move on and then it can go to a different question and so you could set it up in that capacity right when they’re just like answering the question.

Nick Bonitatibus: 19:26
The only some of the other issues that may arise is like somebody just keeps recording it again and again because they’re trying to get it perfect, and then they’re like I don’t like how this sounds, and then they don’t send it. And now they don’t submit it. That’s why I try and take more control over the situation to avoid those things. But it’s a very cool tool and you could even utilize it with referral partners and be like hey, can you send me a one minute video about how you help people? Boom, and now you’ve got this list of video clips from your referral partners. I just thought of that on the spot right now and I was like oh that would be.

Nick Bonitatibus: 19:58
That’d be kind of cool.

Jeff Howell: 19:59
Well, I know when I came to like air, we were not using video in our outreach at all. What I’ve really discovered was there were 19,000 leads that I was in charge of being in touch with and I just thought at the time what I did is I did a one to many approach with Vidyard. So I’ll give you a few tools here, folks. Vidyard is Vid Y-A-R-D. Most people are probably a little bit more familiar with Loom, and then there’s Wistia W-I-S-T-I-A, which has a Chrome extension called Soapbox. And each of these, if you pay for the pro version, it’s somewhere between probably $100 to $300 per year, and they all have free versions and they all come as a Chrome extension where you can just hit the Chrome extension and it records either yourself or your desktop or a combination of the two.

Jeff Howell: 20:53
So if you’re selling something like software, you can do a screencast and show them something that your software can do. But also you can just basically package a short video that ends up going as a thumbnail with a clickable link and a play button right within a video, and it’s also very rarely used in home care, but you could do a one to many video where, as soon as someone a caregiver applies for a position, you could be recording a short video that automatically gets emailed to them saying, hey, thanks for considering us and applying. We are currently reviewing your resume Someone will be in touch soon and maybe other resources. You could be doing PowerPoint presentations. It’s a huge differentiator, and think about the impact that you would have as a caregiver applies to 10 different jobs and you’re the only one that actually sent any kind of a video right from the owner, and I think you and I talked about this right. Nick, you have a client that’s doing something along these lines.

Nick Bonitatibus: 21:56
So, yes, because there’s multiple applications, I recommend utilizing Lume. That’s just the one that I use and talk about. But again, it doesn’t matter which one you use, just a matter of sending a video message. What we do with the automation right is like more of that, like polished video. More often than not and the client’s actually where he’s succeeding very well in utilizing this is actually in the client based, when he gets done with the consultation. So he walks out of their home, he gets into his car and then records a video and says, hey, thank you so much for your time here here were some of the key talking points that we went over and then sends them that video thanking them for basically their time. And he joked to me he was like works every time Just closing deals, like constantly utilizing this technique.

Nick Bonitatibus: 22:48
Now, obviously, that one is more of the one to one where you’re sending it to a very specific where I do have some clients that will just create a video utilizing Lume, sending messages to their caregivers, just like showing appreciation, giving them updates on things that are going on in the business. So it’s more of a retention tool, but it should absolutely and can be utilized in the recruiting, especially if you did. Obviously the personalized makes it a little difficult, but if you could have a recruiter doing this, where they’re sending that personalized video. But even if you just created, like you said, a video, that’s hey, thank you so much for applying, and sending that to everyone is going to be so much more than what other people are doing.

Jeff Howell: 23:37
So I love that idea. So he gets into the car and it’s really just a simple thank you note done by video. Is that right?

Nick Bonitatibus: 23:43
Yeah, you can even take it one step further and record another video after you’ve signed up the client and wrap up everything that you just heard from the client things that they need to know about their care plan and then send it to your team and now your team has all the information, versus, like some people will call their office and then say it over the phone, which is just to me such an ineffective strategy of communication where there’s no recording, there’s no, it’s all. Someone has to listen to everything you’re saying and then rerecord it. Where you’re sitting there and typing up an email. What’s easier? Send a two minute video or type up this really long email about what you just said? Send the video. Now you got this recording. They want to look at the transcript. Does Vidyard do transcriptions of the videos also?

Jeff Howell: 24:28
That’s a good question. I think a lot of them are coming out with teleprompters so that you can actually get your message across without having to take as many takes.

Nick Bonitatibus: 24:38
I got a video literally today from somebody trying to sell me something, right, and it’s like hey, I’ve got this video for you. And whenever I see that, I’m always curious to see like how they decided to go about doing it. And I’ve seen this done a couple of different ways. One they just take the thumbnail to be your website and then they say this like generic message so it’s not actually personalized, they just use your thumbnail. They have an editor that just makes the video with your website as the background. But this one actually said hey, nick, and when I looked at it I analyzed it closely and her mouth is like off right, so they’re using some form of AI for her to make this personalized video. And then the rest of the video is just like a prerecorded classic. But that’s again where people are going. This is the whole rabbit hole of like AI and now how people are utilizing things in that sort.

Jeff Howell: 25:34
I’ve done a number of music videos to get people’s attention, and one hack that I would use is in the first minute I would have some custom text to show that this is specifically for Nick, right, and then it would clip away to like the 90%. That is purely templated, but people do feel that extra love that you know, at least the very first part. I put your name in.

Nick Bonitatibus: 25:57
Yeah, I’m sure it works for most people. I’m just like always looking for it because I like no, it’s so rare to me that and that’s how a lot of times, like when I’m sending personalized video like, let’s say, I go to a conference, I meet a bunch of people what I’ll do is I’ll actually send the videos and I will try and reference things that we talked about in the video and it’s like a one to two minute video. Yeah, I’ll give it a one minute grade, but like that always goes so much further in that personalized message of people. Really, oh wow, I can’t believe he took the time to actually do this. That’s the whole idea behind it is that when you’re doing the thing that other people aren’t willing to do, to take the extra time is why it works so much more effectively.

Nick Bonitatibus: 26:46
And there’s a number of ways that you can do this from a retention standpoint too, with your caregivers sending them birthday message when they do something great, then you just send them an appreciation. I send Lou messages to my video editors on my team. Just thank them. One of my editors said thank you, you just made my day. It took me one minute.

Jeff Howell: 27:05
Yeah and really stood out. And then you also get the dopamine of seeing the metrics when someone opens up your video and watches it. So you get that feedback loop that the time was well spent as well.

Nick Bonitatibus: 27:16
Mm-hmm, yeah, and then you can follow up if they don’t open it. Hey, you didn’t watch the video. What the heck?

Jeff Howell: 27:21
Here’s the second video to follow up on the first video. All right, well, we’re almost bumping up against our time here. I’ll get you out of here on this. If there are agencies that at the very least, they wanna get started with some kind of a YouTube channel, do you have any hacks on how you would point them in the right direction to just at least get started with that?

Nick Bonitatibus: 27:40
Yeah. So what I would recommend is I actually have a free course called the Home Care Brand Mastery that you can check out. That’s the plug answer. But if you wanted, like a more tactical approach here and just getting started, think about what your audience is and what you wanna brand yourself as.

Nick Bonitatibus: 28:00
So one of the things when it comes from an educational side of things and really getting started in YouTube and in where you can do very well and SEO and organic standpoint one of my clients did a video about bathing with dementia. It’s got over 10,000 views, purely organic, just from people searching for this information. One of my other clients has over 200,000 views on how to use a Hoyer lift. So it just goes to show you that people need this information. People are looking for this information, and so if you can be that expert and you can share this, it’s going to be really valuable.

Nick Bonitatibus: 28:40
So don’t try and speak about things that you’re not comfortable talking about and then it makes it so much easier. Think about the things that you find yourself in your industry repeating constantly to clients, whether it’s when you’re in consultations with them, when you’re over the phone, when you’re just any point where you’re talking with them is gonna be really valuable. And then also, if you wanna brand yourself as a certain specialty let’s say dementia, for example, which is a common one that people wanna brand themselves Great, then make a bunch of videos around dementia, because now you actually are proving that you are said expert in dementia when you actually have a bunch of resources and videos that people are sharing.

Jeff Howell: 29:24
And it’s not just a video that sits on your YouTube channel. What you do is you embed those videos into the content that matches on your website and then that helps your search engine optimization ranking. So if I Google dementia, home care, san Diego and Nick has a 10 minute video on everything you need to know, and I click on his search result and I read the words on the page, but then I spend 10 full minutes watching that entire video. Google is gonna take that as a strong signal that that is the webpage that has the correct answer, and so it’s going to give it up votes to rank higher in Google. And then I’m also gonna be going down the sales funnel where I’m more and more convinced that this is the company that I wanna work with, because by the end of the video I probably know, like and trust you.

Nick Bonitatibus: 30:18
Absolutely yeah. And what’s really cool about video is that the way that I teach is that it can be your whole, entire digital marketing strategy. And so it starts with making that one YouTube video. Right, you make this one YouTube video and then, like you said, you put it on your blog. Take the transcript of the blog, throw it in a chat GBT, hey, hey, convert my transcript into more well read blog.

Nick Bonitatibus: 30:42
Boom, now you’ve got this blog that’s based on the things that you talked about in the video. Then, if you’re doing any leverage in email marketing which hopefully you are, even though a lot of agencies do not properly leverage email marketing Now you can drive someone to that said blog based on your email marketing and say do you struggle with this question mark? And then, boom, now you’re taking into this educational video that’s on your blog. Now you’re driving your email to your blog, which is then increasing your SEO. You’re driving people to the video, which is then increasing video views based on your already existing following. Then you can repurpose that same video where you can chop it up into smaller bite size pieces, post that across all social media channels.

Nick Bonitatibus: 31:27
And so, from this one YouTube video, you’ve gotten a blog. You’ve got an email marketing. You have social media campaigns and then there’s ways that you can leverage it in your direct referral marketing. I have my clients actually print out postcards with the QR code that says home care education and then it goes to their YouTube channel. So now you can go to your referral sources and say, hey, did you know? We have a YouTube channel and now you’re marketing and using as a leave behind. You can put it in client folders, you can get the caregivers. Now you’re actively promoting the YouTube channel as a resource.

Jeff Howell: 32:02
It’s the perfect flywheel. I do wanna drop the name of a really cool tool that you tipped me off to prior to us going live here. It’s called Opus Clip. The website is opuspro and this is a AI generated. You can take one long video and it’ll chop it up into 10 viral clips, and you tested it out. The first versions of this kind of technology weren’t that impressed with this. One kind of blew you away, and I think the freemium model is something like you get five hours worth of video you can upload per month, and then the price thereafter. I think it was like $10 a month or something like that. But it puts those really cool graphics that you see on TikTok and Instagram and it doesn’t cover up people’s faces. It just seems to be that they’ve really figured out. So, being able to repurpose content, like you’ve been saying, and marry it with the power of AI, it’s pretty exciting times to be able to create content at scale like this.

Nick Bonitatibus: 33:06
When we create a one minute version of our YouTube video, it is done by an actual editor so that we’re like it is a little bit better than the AI. But, as I was talking to you before we jumped on this recording, I was so impressed by its ability to pull out the best information from the content and doing it without just the ease ability of being able to upload. You can even just put a YouTube link and then it will just take that YouTube link. But this actually brings up a topic I wanted to point out real quick. A lot of times a home carrier, agency owner will be like on a radio show or be on someone else’s podcast, and so often they’re not properly utilizing this opportunity. If you’re gonna be on something like promote it, you should be posting on social media and then now, with these AI tools, you can even get the recording and repurpose the content.

Nick Bonitatibus: 34:00
There’s just so many ways that I see agencies that are putting effort towards something and then not fully utilizing what they’re creating. And the same thing goes with video, and this is what I say all the time is that we’re not making videos to post on social media one time. That is not what we’re doing, we are building assets that you can leverage again and again. That that’s what makes YouTube so much better than all of the other platforms, because when you post on all the other platforms it goes to the news feed and then it’s basically gone.

Nick Bonitatibus: 34:32
Nobody’s really finding your older videos, but YouTube will just keep showing whatever your best video is, over and over again. So even just to use me as an example, I have one video on my YouTube channel that has gotten me. It’s consistently getting 20 to 50 subscribers like a month, whereas all my other videos are not doing those same numbers. So it’s one video right, just like driving all of this traffic, getting new subscribers, people finding me, and so it just continues to work for me again and again. The same thing can work in the home care industry the Hoyer lift example I use. Another one of my clients did had to convince a senior to wear adult diaper and then that video just has been driving more traffic to his page.

Jeff Howell: 35:21
Right. It becomes the extended sales force that you pay for once and it continues to pay back over and over and over. So let’s see if I have this right here. Nick, We’ve got your core offering is to create your why video is number one. Then you’ve got the recruitment video, which is a compilation of what your caregivers are saying. Then you’ve got the 3 312, which is the educate the world on what you want to be known for. You splice up numbers 3 312. So people get about eight more digestible, about 20 videos in total over the span of a six month engagement to get everything done. Clients show up for two hours a month and all they really need is a decent webcam and maybe a $20 lapel mic, and it sounds like a pretty good offer to me. Did I miss anything?

Nick Bonitatibus: 36:13
No, I think that covers it. We’re editing the videos, in case that wasn’t clear, and I have a team of professional editors so your videos look to a higher level and so to touch on, like the authenticity of it being in your office and that element, but then we bring it to another level with branding, custom B-roll, highlighting key points, all of these things that really add to an animated and engaging video where there’s constantly something moving on the screen the whole time, like really engaging videos, and that’s what people want to see.

Jeff Howell: 36:46
And you’ve got plenty of examples. When people come to your websites, they could actually kind of see your work speaking for itself. Well, it’s so tangible when they can say, oh yeah, I’d like a video like this, that there are this or this and you guys can can turn that out. No problem for them.

Nick Bonitatibus: 36:59
Yeah, that’s my favorite page on my website. It’s just the examples, it’s just all these things that my clients and I have been able to create. I’m just proud of it because I know the difference that they’re making. There’s a huge lack of education in this industry, and there’s some amazing things that we can do just by getting this information out there. Talking about how to better communicate with your loved one who has dementia, or how to prevent falls in the home, this is content that can really make just a massive impact on the community, and so, regardless of whether it moves your bottom line, most agency owners that I meet want to make a difference. They want to make an impact. That’s why they chose this business over any other business, and this is one more way to really make an impact that’s lasting, because these videos can be timeless.

Jeff Howell: 37:49
Well, I think you should plead guilty on my accusation of being the one and only a video marketing consultant for home care. So, nick, thanks for being on today. Everyone, you can find out more at thedigitalchampscom. Thanks, nick.
Nick Bonitatibus: 38:03
Thank you, guilty, as charged, appreciate you.

Jeff Howell: 38:06
Home Health 360 is presented by AlayaCare. First off, I want to thank our amazing guests and listeners. To get more episodes, you can go to or search home health 360 on any of your favorite podcasting platforms. The easiest way to stay up to date on our new shows is to subscribe on Apple podcasts, Spotify or wherever you get your podcasts. We also have a newsletter you can sign up for on to get alerts for new shows and more valuable content from AlayaCare right into your inbox. Thanks for listening and we’ll see you next time.

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Podcast - Episode 56 - Landscape

Episode Description

Discover the transformative potential of video content for your home-based care agencies with Nick Bonitatibus, founder of Digital Champions. This episode dives into his innovative approach to creating an impactful video series for agencies, explores recruitment and retention tactics using video technology, and highlights the power of repurposing content with AI tools. Packed with actionable insights and strategies, it’s a must-listen for those ready to elevate their home-based care sales and create a personalized experience for clients and caregivers alike.

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