Mastering Home Care Marketing in 2025: Proven Strategies for Online Lead Generation

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Unlock the secrets of mastering home care marketing in 2025 with the expertise of Valerie Van Booven, who shares insights from her 17 years of industry experience. Ever wondered how to make your website not just functional but also a lead-generating powerhouse? Valerie humorously critiques the common design pitfalls to avoid while offering tips on creating visually appealing, user-friendly sites that even the most tech-averse can navigate. Learn how to balance the art of online branding with real-world engagements to leave a memorable impact on your community and prospective clients.

Explore the dual channels of lead generation: the power of professional referrals and the nuances of capturing direct consumer inquiries, predominantly through strategic phone communication. Discover the value of well-placed website forms and how well-trained staff can act as your frontline marketers, making phone conversations a pivotal part of lead acquisition. Valerie delves into the significance of SEO, social media, and email marketing in enhancing search rankings and client attraction, with a focus on achieving visibility in the competitive landscape of home care services.

Harness the potential of AI and video content to elevate your marketing strategies, as Valerie shares practical examples of integrating these tools for enhanced brand visibility. Whether you're hesitant about on-camera appearances or unsure about utilizing AI, this episode offers a roadmap to overcome those challenges. From developing a strategic local presence to leveraging social media and crafting engaging email campaigns, Valerie equips you with actionable insights to effectively connect with your community and grow your home care business, whether you're just starting out or already established.

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Episode Transcript

Speaker 1 (00:07):
All right, welcome to Home Care Marketing Mastery
2025.
We're going to talk aboutproven strategies for online
lead generation today.
Everything we've accumulated,learned and continue to learn
every single week, month, day,minute about online marketing it
changes all the time.
We're going to talk about thelatest and greatest and I'm

(00:31):
happy to answer your questionsas we go.
My name is Valerie Van Boeven.
I'm a registered nurse and thefounder and co-owner of Approved
Senior Network.
We've been in business since2008, and for the last 17 years
we've been helping home care andhome health care agencies
market their services.
Throw in a few assisted livings, care homes, independent living

(00:51):
communities, anything in theelder law, attorneys, anything
in the senior market, but 90% ofour clients are non-medical
home care and medical home careor home health care.
I am a wife, a mom of tripletgirls and a dog mom of two and I
am certain before this ends,you will hear the dogs.
At the bottom of the screen youcan see my little family.

(01:13):
Those are my three girls and myhusband, charlie, and then on
the right-hand side you can seesome of our team.
So let's keep going here.
If you have questions, pleaseput it in the chat and I'll be
happy to answer.
I'm so glad you guys are heretoday.
Oh, we're filling up as I speak, so that's great.

(01:33):
We had over 100 registrationsfor this, so that's great.
Agenda we're going to talkabout building a high performing
website, boosting organic reachwith SEO, the role of SEO,
maximizing social media,crafting email marketing
campaigns.
I'm going to show you what wedo Online reviews, leveraging
marketing automation and AI, andcreating impactful videos to

(01:54):
attract leads.
So all of these we're going tocover in just an hour.
I hope we might go over just atouch, but with frequently asked
questions, but hopefully we'llget through everybody's
questions and everything.
So I'm going to go pretty fast.
I am recording this, by the way, and I will send out the
recording to everyone whoregistered.
So if you have to leave orsomething happens, um, or if you

(02:17):
are watching this as a replay,which a lot of people do then
welcome, and this will be sentout as a replay.
So, building a high performingwebsite this is the first part
of our talk today.
These are just some of thewebsites that we've built
recently, and I will give yousome insight into what we do

(02:38):
that's great and what to avoid.
So here's my what not to doslide.
I used to do a greatpresentation that called out
ugly websites, and this is kindof the list.
Over the years hasn't changedmuch.
These are this is what not todo.
These are ugly websites, or Idon't know why people don't care

(03:03):
to have up-to-date websites.
This is crazy.
None of these are home careagencies.
I would be in big trouble if Iput a home care agency up here.
So we just go with people whoare not in the home care
business, but you do not wantsites like this.
And my favorite of all timethat's ugly is Mr Bottles.
So if you go to mrbottlescom,you will see why it's one of the

(03:27):
ugly.
It's interesting and weird, butvery ugly, and these are, it's
just too much not friendly.
And the one that reallysurprises me, though, is Susan
Collins.
Susan Collins is the author ofoh, mockingjay, and what's the
big?

(03:48):
What is it?
Hunger Games.
She's the author of HungerGames.
This woman's got some dough,and her website is abysmal.
Now, if you look at it today,it's actually a little bit
updated, but you can still tellthat it's kind of a
do-it-yourself website orsomething, or like her cousin
does it.

(04:08):
I don't know, but I mean you'dthink that her publishing
company would want her to have abeautiful website with all
these books Nope.
So, having said that, pleaseavoid doing things like what you
see on the screen here.
There's lots of reasons, butthis is what not to do.
I love looking at ugly websites.

(04:29):
It just kills me.
It's like Ripley's Believe itor Not, okay, so most important
factors in website development.
First of all, we all know youall know, as home care agency
owners and marketers that we'retalking to an audience that is
not web savvy all the time.
Some are very web savvy it'sadult children of aging parents,

(04:53):
it's the seniors themselves, insome cases spouses.
We know what our target marketis, right, but we need to be
easy on the eyes and you can seeright here I've got my readers
on.
As soon as I turned 40, Istarted needing readers, and so
if your website is cluttered andclumsy and images are missing

(05:15):
and there's a lot of littlebitty text, I'm moving on so
easy on the eyes of your targetmarket.
So big, bright.
You know good contrastingcolors.
One of the things that our webdeveloper, mark, does is he is
very in tune with making surethat the colors we use on a
website are easy on the eyes sothey're not too grayed out.

(05:37):
They're not too.
You can have pastels, butthey're not too pastelly.
You have to have some contrastin there for folks.
Your website needs to be fastloading on mobile and meaning
that your web developer shouldbe building for mobile.
That means it looks beautifulon a desktop, it loads fast on a
desktop, but everybody's ontheir phones, so you want to

(05:58):
make sure that it looks great ona mobile device.
A clean back end.
Great on a mobile device, aclean back end.
You don't want to have a dirtyback end, right, so you want to
have a clean back end and thatmeans that you don't have a lot
of.
We use WordPress.
You don't want a lot of pluginscluttering things up.
You don't want a lot of buildover, build over build and like

(06:20):
years of junk in the back end ofyour website.
You just want to keep it cleanand like years of junk in the
back end of your website.
You just want to keep it clean,easy and clean.
The more plugins you have on aWordPress website, the slower
your website will roll.
So we try to minimize theplugins, keep the back end very
clean.
The theme we do our own.
We start with a very blanktheme and create the website so

(06:41):
we're not adding to someoneelse's build.
We recommend less moving parts.
So you'll see some websitesthat have these things that fly
in and you know and things thatcircle around or pop up or do.
And it's okay to have a pop-up,it's okay to have one or two
little things, but just keep itsimple.
Nobody is going to choose youover the next guy because of the

(07:05):
little fly in stuff on yourwebsite.
Professional is great,attractive is great.
Less moving parts Pretty doesnot mean it's functional.
Pretty actually slows down yourwebsite and you don't want that
.
You need to have a leadgenerating website.
Where are your forms located?
How are people getting a holdof you?
Look at this little image righthere.
This is a mobile version ofthis website.

(07:28):
It says get started and thephone number right at the top.
There's no denying how to get ahold of them and on desktop you
should have the service area onthe top.
So what area do you service?
You might know the answer tothat, but if I live in Los
Angeles, california, and you andmy mother lives in Arlington,
virginia, and I'm looking atwebsites, if your website

(07:52):
doesn't tell me that you serveArlington.
I don't know where.
I didn't grow up there, I don'tknow what that is.
I mean, I know what Arlingtonis, but I don't know the
surrounding areas maybe as wellas my mom does.
So I need you to tell me whatareas you serve so that I know
and I mean towns, so that I knowshe's in a town that you serve,
excuse me, okay, so let's talkabout content.

(08:16):
I see a lot of websites outthere and I have over the years
and we've even, you know, 10years ago built websites this
way where really you only have abulleted list.
So if you see, on my littlepicture here on the right hand
side, there's a bulleted listservices include.
But if you were to scroll downon that page, you would see that
there is a ton of content onthat page.

(08:38):
You can't just limit it to abulleted list.
That is not going to work.
Especially if you want to befound on the internet.
You need to have other content.
So long form content you don'thave to write yourself.
If you go with the rightwebsite provider, they will
write it for you, but you alsohave to read it.
If you have someone else writeit.

(08:59):
You have to make sure it reallydoes say the right things.
Having people write it whomaybe aren't familiar with the
United States health care marketcould be a mistake.
I've seen a lot of errors incontent because people maybe was
outsourced overseas.
The folks that wrote thewebsite didn't.
They spoke British Englishinstead of American English.

(09:21):
They didn't understand theAmerican health care and the
information on it is incorrect.
Keyword optimized content.
Internally linked content.
Professionally written content.
Frequently asked questions.
Original images AI images areokay as long as they look good.
I've seen a few AI images flashby recently that have fingers

(09:44):
missing or weird things, notfrom our stuff, but from what
other people are posting.
Don't do that.
It's creepy.
It's gotten way better overtime, but it still can be pretty
creepy.
Okay, let me go back one.
Well, it just doesn't Okay.

(10:04):
Original images if you havepictures taken um with whether
it's models or people pretendingyou know like they have your
your shirt on with your logo,that's great.
We love it when people haveoriginals, but not everybody's
going to go to that trouble.
Um, we we can also use betterstock images, so we want to use
stock images sometimes.
Our clients love stock imagesthat have been used for years

(10:26):
and years and other times theyjust don't.
It's just old, it's used.
We've seen the same stock imageof these two people a thousand
times, so let's upgrade a littlebit.
Let's use some that peoplehaven't seen.
Okay, I want to talk about brandfor just a minute.
Your brand does matter.
So whatever the name of yourhome care agency is and whatever

(10:49):
your logo looks like or yourcolors are, that really does
matter.
So if you look at my screenhere and you see all of these
logos, depending on where you'relocated in the United States,
you may not know who any ofthese services are.
You may not know.
These are not national brands.

(11:09):
Maybe one is kind of national,but they're not national brands.
They're local.
But I guarantee you, becausethese agencies have been around
for a while they have beenaround more than five years,
more than some of them more than10 years, some of them more
than 10 years, some of them morethan 20 years.
The people in their localcommunities absolutely know who

(11:32):
these brands are and the reasonthat they have survived all this
time is there's a lot ofreasons behind that, but one of
them is that they have done somefocusing on their brand.
So, while search engineoptimization is a nice,
important thing to do, yourbrand matters.
The name of your company shouldbe on everybody's mind when

(11:54):
they're looking for home careservices, and there's a couple
of ways to make that happen.
One of those ways is to makesure that you have someone out
in the field.
You have sales staff out in thefield doing community outreach,
or you yourself are doingcommunity outreach.
People in your community won'tknow who you are just from a

(12:14):
website.
Right, you have to be out there, feet on the ground and you
have to be doing it right.
Get out there and participatewith your community and give
back, and your brand will becomeway more noticed.
But brand does matter, so Iwant you to keep that in mind as
you name your home careagencies as you move forward.
Your brand is top of the listfor keywords.

(12:39):
Okay, so let's talk about leadgeneration.
I only have one slide on this,but this will apply to
everything I'm going to talkabout for the rest of this.
Now, lead generation is in thehome care world, is either a
referral from anotherprofessional that's in the
senior care industry in yourlocal area, so you have a
referral, or you have a consumerthat comes to you, and that

(13:01):
consumer and that referral areeither going to come to you by
phone or by form.
There's really only two waysthey're going to come to you,
unless you're still taking faxes, but most of the time it's
phone or form.
90% of your leads are going tocome to you by phone and 10% are
going to come to you by form.
So if you've been around theblock a while, you know that you

(13:25):
get a lot more phone callsabout people inquiring for
services than you do formsfilled out.
But you still need to havereally good forms in really
significant places on yourwebsite, so you should have
something available on yourhomepage.
We usually have a pop-up likethis one in the middle that asks
them for some information.
You need to have a longer form,which we call a get started

(13:48):
form, and that's here on theright.
You can't see everything, butit's just basically ask some
very basic questions, but itgives you, the receiver of that
form, more information, and youneed that information in order
to know what you're working withwhen someone fills it out.
Are they private pay?
Are they talking about Medicaidand you don't take Medicaid?

(14:09):
Those are the things you wantto know.
And then we do have a contactus form, which is very generic,
but we hope that people aregoing to have a more significant
conversation with you.
So these are the three types offorms that we put, plus a
careers form, which I haven'ttalked about, but we're not
really talking about recruitingin this webinar.

(14:29):
But you should have a careersform if you don't have a
third-party service that alreadysupplies all of that.
So let's talk about phone callsfor a minute.
I think, dawn, somebodyrecently asked you for phone
training for their office and Iwould agree that that is really
important.
The people who answer the phonein your office are the first

(14:51):
line of marketing.
Everybody that works for you isa marketer, no matter what
their role is dismissive or meh,or then you are going to lose
that senior or that adult child.

(15:11):
If I call somebody, they go.
I have no idea what you justsaid.
Who is this?
Where did I call?
So they have to be someone whospeaking clearly, not like me
with a little cough.
They're speaking clearly.
They are.
You know.
They are interested in whatthat person is saying on the

(15:34):
phone.
They're acting interested,they're asking good questions,
even if they aren't the intakeperson.
They need to be really good onthe phone.
Maybe that's you, maybe that'ssomeone in your office, and
having a tracked recorded lineis really helpful.
Now, a long time ago, we used toinsist that everybody we did a
website for had a tracked andrecorded line on their website.

(15:56):
It wouldn't be something aphone number you would put on
your business cards or anythinglike that, but it would be one
that dialed directly to youroffice.
But that way the owner couldlisten to those calls and know
how many phone calls they gotfrom their website and that were
leads versus spam, versussolicitors, versus people

(16:17):
looking for jobs.
I still think that's important.
If you think your website isnot bringing you any business,
the best thing you could do isput a tracked and recorded phone
line in the header of thatwebsite and on the Contact Us
page and, if you have it severaltimes on the homepage, put it
there and then just take sometime to figure out who's calling

(16:38):
and what they're calling about.
You may be very surprised athow many leads are actually
coming in through that trackedand recorded line.
You may have no idea, andknowing your numbers is half
this game.
So tracked and recorded line Ihighly recommend it.
The pushback on that is a lot oftimes is well, everybody knows

(16:58):
our phone number and we don'twant to put something different
in the header of our websitebecause we have had 314-123-456
for 10 years.
P Shaw, if you really want toknow your numbers, put a
tractor-recorded line on there.
You don't have to do it forever.
You could do it for a year, sixmonths and see how that goes
for you.

(17:19):
The person who answers the phoneshould always ask and record on
a piece of paper or in acomputer how did you hear about
us?
You're going to get weirdanswers, right?
Social worker gave me a listand then I looked you up online.
So was that a social workerreferral or was that an online
lead?
I don't know.
I would say online, probablybecause they liked your website,
and then they picked up thephone and called you.

(17:40):
Or they might say well, I foundit online, but I don't know
where.
But at least you know it was anonline inquiry of some kind.
So always ask and record howdid you hear about us?
So these are the things youneed to do in order to track
everything on your website.
Do you have any questions?

Speaker 2 (18:03):
No, we have someone who wants us to audit her
website, so I'll follow her, butthat's all I'm seeing so far.

Speaker 1 (18:10):
Okay, yeah, if you want us to take a look at your
website, you can put yourwebsite URL in there and your
contact information we need toknow we can't do it while we're
live here on this call, but whatwe can do is get right back to
you.
So we just need like an emailand a name and a phone number If
you really want us to do that,and you can send that
information just to the host andthat way, not everybody sees it

(18:33):
.
Totally up to you, but you'rewelcome to do that.

Speaker 2 (18:36):
We just need your contact info.

Speaker 1 (18:38):
Yeah, perfect, and then we can send you something.
So key elements of SEO for homecare website.
So, keyword research I'm goingto show you exactly what keyword
phrases you should be lookingfor.
But keyword research is reallyimportant but you need to be
careful who you trust to do thiscorrectly.
I've seen some SEO companiesfrom overseas or maybe just

(18:59):
started in the business and theylook up what is the most
searched keyword phrase for homecare agencies and the keyword
phrase that will pop up is homecare jobs and they will SEO the
majority of a website for homecare jobs, which is not what you
want to have happen.
So we've seen that in the past.
So you need to make sure youunderstand the person who's

(19:21):
doing your SEO researchunderstands the home care market
, and so be careful who youtrust.
But keyword research I'm goingto give you those keyword
phrases here in just a minute.
Long tail keywords If you'veever heard that phrase long tail
keyword phrases they areimportant.
They're less competitive and ifyou can rank for a few long

(19:42):
tail keyword phrases, thenyou're going to rank for the big
ones.
So you just start at the bottomand kind of work your way up,
and that means a long tailkeyword phrase would be
something I've seen a million ofthem.
People type in all kinds ofweird stuff when they're looking
for care because they justdon't know how to put it or
phrase it, or they don't knowwhat to say.
They just know they need helpfor their mom.
I've seen stuff like nurse careat home for elderly.

(20:08):
I mean that's a really longtail keyword phrase.
But that's what I'm talkingabout.
It's not just home care, it's,you know, the description of
what the person wants.
Those are long tail keywordphrases.
There are several of them thatare really good.
Several of them that are reallygood your Google business
profile.
If you don't have one, get one.
If you're worried, if you'restill working from a home office

(20:32):
and you're worried aboutputting that on there, you can
rent office space from Regus orget a you know, a virtual office
space.
Google will not take PO boxesand they will not allow you to
use a UPS store.
It has to be somewhere wherepeople can walk in and say hello
to you and your name is on thatdoor.
So that's really important.
Google Business Profile is halfyour battle.
Bing also is something that youwant.
To make sure you have yourprofile filled out and online on

(20:55):
Bing and it's optimized Content.
I just talked about this aminute ago.
But on your website, you don'twant to just have a little
bulleted list of services.
We all know, basically, whateverybody's services are.
Right, you need to have thatlong form content that answers
their questions, that helps themunderstand more about long-term
care I mean, about home careand you want to make sure that

(21:17):
Google is seeing that as well.
So you write it for first, forthe person looking for your
services, and then second forGoogle and other search engines.
That would appreciate thatyou're describing this a little
bit better.
And then there's technical SEO,which is speed of your website,
and schema code, which I'm notgoing to go into here today.

(21:38):
We do all of that by hand.
Some people just use plugins.
We believe that there's a lotmore to that story, so we do it
by hand.
And of just use plugins.
We believe that there's a lotmore to that story, so we do it
by hand.
And, of course, your brandmatters.
So those are some of the keyelements.
Here's some interesting resultsfor speed.
So if you look at these threepictures on this page, what you

(21:59):
can see is that this is adesktop, so you see how it's a
big picture.
So this desktop speed was an A.
This is one we just redid for aclient who's been with us for
many, many years and we alwayssend them their speed grade.
And if you look at this one,this is a little picture.
This means we were looking atthe mobile speed.

(22:22):
Your speed on mobile should bean A.
Your speed on desktop should bean A.
And then here's another oneright here.
Your speed on mobile needs tobe an A, which just means fast.
One to two seconds, 1.8 seconds, 1.3 seconds.
Your website needs to loadsuper fast and the reason that
matters is that Google says well, first of all, since 2018, we

(22:46):
really just focus on mobileresults.
We love mobile results becauseeverybody's on a mobile device.
So when your website, whensomeone clicks on a Google
search result, and if it's yourwebsite, if your website takes
five seconds to load, that's abad user experience.
No one's going to stick around,believe it or not, for five

(23:07):
seconds for the rest of yourwebsite to load so they can see
what it looks like.
There's lots of things behindmaking the speed of a website
really fast, but if your websiteis slow, google's going to say
you know what?
I'm not going to rank, put youon the first page of Google if
your speed is terrible, we'rejust not going to do it.
It's a bad user experience, sowhy would we care?

(23:27):
So make sure your speed isgreat.
All right, here's the slide youwant for SEO.
Top keyword phrases for homecare agencies.
I just went down the row andput some of the ones that are
really important here.
Home care gets 27,000 searchesper month nationwide.

(23:47):
So just keep this in mindwhatever small town or big town
you might be in, there's 27,000searches per month for home care
and 27,000 for home health care.
Now, not all of you can sayhome health care on your website
.
If you're non-medical, itdepends on the state you're in,
county, you're in all kinds ofthings but they're both getting
about 27,000 searches per monthnationwide, which, narrowed down

(24:14):
, could mean that your websiteor your town is only getting
like 50 or 2 or 10, depending onhow big your service area is.
So keep that in mind as youlook at these numbers.
This is everybody.
Senior care Now for me, I wouldnot SEO a website for the word
senior care because you're nowcompeting with every nursing

(24:37):
home assisted living facilityand every other senior care
service that exists.
You really want to focus on thewords that have some kind of
home care in them.
So home care services 18,000.
Home care agencies near me14,000.
Home care agency 12,000.
In-home care 9,000.
Home care assistance 5,000.

(24:57):
Senior home care, which wouldbe my preference 5,000.
24-hour home care 3,600.
Dementia personal care, live-in,companion and at-home.
I put a few you know somesmaller ones in there so you
could just see what thosereaches, what that reaches as
well.
Now, companion home care,at-home personal care these are

(25:18):
long-tail keyword phrases.
So they're worth worrying about, for sure, they're worth doing,
they're worth SEOing for orhaving incorporated into your
website.
But these are the top up here.
But all of these are worthconsidering, all right.
And then let's talk about brandagain.

(25:39):
We talked about that a minuteago.
These are all national brands.
So this is how many searchesper month nationwide they get.
I can tell you, over the years,home Instead used to be number
one.
Now they're number two.
So Visiting Angels 74,000.
And I think everybody probably.
Well, I don't know if everybodydoes, but if you're in the home
care business and you watch TVor you're, you know the Visiting

(26:02):
Angels jingle.
I think it's embedded in mybrain, but that's because we're.
We do this all day.
Um home instead 49 000 ride athome, 27 000 comfort keepers.
You can see all the way down.
So I want you to noticesomething interesting the key,
the key gets 9 900 searches, andthat's not.
That's nothing to.

(26:22):
That's nothing to.
That's great, I mean, I wouldlike 9,900 searches a month.
However, they used to be calledhome care assistants.
Right, and home care assistantsused to be right up there with
visiting angels at home instead.
And now the key that brandingchange has dropped them down a
bit.
Synergy, home care, first Light, always Best Home Helpers, home

(26:42):
Watch.
So you can kind of see all theway down to the bottom there.
Griswold recently updated theirbranding from Griswold Home
Care, I think, to Griswold CarePairing, and I don't think
that's caught on yet.
You can see that at the verybottom, but Griswold Home Care
still gets 4,000 searches amonth.
So if you are wondering why Iput this up here, yes, these are

(27:04):
national brands and you'reprobably not a national brand.
You might be, but if you're not, brand matters so much to these
companies, because they knowthat if they're branded well,
nationwide and locally, localmatters.
You only serve a 20, 30, 40, 50mile radius of your office

(27:25):
location.
Maybe you're bigger than that,but for a single office home
care agency you can't go muchfurther than that with all your
caregivers.
So brand in that 30 mile radiusis so important for you.
You might not get 74,000 visitsa month or searches a month,
but if you got 100 visits amonth and 100 people needed care

(27:49):
and 10 of them per month choseyou, that's great.
Who's going to pass that upright?
10 leads per month that comefrom your website.
So brand really does matter alot.
Keep that in mind.
Okay, any questions before Ikeep going we good, nope, we're
good, okay, great.

(28:10):
So if you have questions aboutbrand SEO, let me know.
Here's some results for you.
Population of 545,000.
People often ask us are thesebig towns that you're showing us
or little towns that you'reshowing us?
I'm going to show you the bigtowns.
So half a million people inFresno, california.
These people are.
This business is number three onthe maps.

(28:32):
I just want to point out thatthat little symbol there is a
map symbol, so that's why Icircled it.
And site links on SERP is thislittle link.
I didn't put the slide in hereto talk about what those two
things mean.
But basically, you know youwant to be on the map, right?
You want to be in the map,right, you want to be in the
three-pack on the map if you can.
And then site links on SERPmeans that when you see your

(28:56):
business show up in a Googlesearch result, you also have
some links underneath it, likeabout us caregivers, you know
services, you see other thingsunderneath it.
It makes you more visible.
So it's a good thing to have.
All right, let's.
This is a population of 136,000.
This is Elizabeth, new Jersey.

(29:17):
So you can just kind of seethat how they're number one.
This is where they do have anoffice location.
Here, office location matters.
So if your office is inElizabeth, new Jersey, but you
don't serve that area or youdon't really want to serve that
area, you're still going to rankbetter in the town where your
office resides than any othertown that you're in that you

(29:38):
want to be in.
So where your office is doesmatter.
A lot of people will put theiroffice in a place.
That's really, you know, therent is a lot cheaper, which I
totally understand, but theyreally want to serve the
high-end clients over here.
Just keep in mind you're alwaysgoing to rank better for the
place where your office islocated.
So if you want a more high-endclientele, you might consider

(30:01):
maybe a Regis or some kind ofvirtual office where people can
actually walk in in a locationcloser to those clientele, in a
location closer to thoseclientele.
But this just kind of gives youan idea of 136,000.
Here is Houston with 2.3 million.
We have our client that's beenwith us forever and ever and
ever ranking number one for alot of or in the top I don't

(30:26):
know five for a lot of keywordphrases, and on the maps Houston
is 2.3 million people.
That is not easy.
It's a huge market, so they'redoing great.
And then we have San Diego 1.3million, and we have our client
for Home Care, san Diego numbertwo on the maps, and 24-hour
Home Care San Diego number threeon the maps.

(30:48):
So these are really great.
This stuff takes a long time anda lot of hard work.
This is not overnight success.
This is work, work, work.
Aurora, colorado, 395,000.
You can see August 16th wherethey were.
They had all the little dashesmean they had no presence.
And then October 16th, you cansee where they were and they

(31:10):
were doing really great.
And then Honolulu, hawaii.
This is a 30-day result.
They've been around for a longtime.
We SEOed their website, butthey have been in Honolulu for a
very long time.
So, although their originalwebsite wasn't done very well as
far as SEO the keywords werewrong it didn't take much to get

(31:34):
them to where they needed to be.
So and those ranks will come upeven more.
All right, any questions aboutSEO.
I'm going to move on.
I think we're good.
Right, I don't see any.
Okay, great.
Maximizing social media fororganic engagement.
I'm going to show you thispicture, these two pictures, a
couple of times.
So everybody wants to know whatdo we need to do to get more

(31:58):
attention on social media?
You don't have to be aninfluencer on social media to
get more attention, but this oneman I don't know if she's one
man.
There might be a couple ofpeople involved in this business
.
Nicole Pasden she is not ourclient.
I do not know her personally.
I just like her content.
And this is from LinkedIn, bythe way, if you're not on

(32:19):
LinkedIn or you haven'toptimized your personal profile
and have a business page onLinkedIn, you need to get in
there, because that's whereeverybody is.
So LinkedIn is your friend now.
It used to be kind of, but itis good, so get in there.
She does these videos quiteoften and you can see she's in
different places, and this timeshe's with a client even, and

(32:43):
this is important.
This is it.
This is what it is right.
Here I'm going to tell youvideo is what will get you more
attention.
You may not like being on video, but it will get you more
attention.
I am no, you know nobody'schomping at the bit to see my
videos, but I'll still do them.
And people I get a lot morecomments, a lot more information

(33:04):
transpiring to people.
I saw you on YouTube.
I saw you on TikTok.
We get a lot of folks that sawus on YouTube.
I saw you on LinkedIn.
So those are the things thatreally matter, and video really,
really, if you haven'tconsidered it, it is now almost
mandatory to consider it.
Video is where it's at.
I'm going to talk about that atthe end, though.

(33:25):
Here is more video.
This is a couple of folks.
This is Christina and Cindy.
They are physical therapistsand they do videos all the time,
and this person reposted theirvideo.
They actually are helpprofessional.
They help caregivers familycaregivers with tips, but I
think they're physicaltherapists by trade and they're
always doing videos and they'reso good.

(33:47):
And then this is a video thatwe created for one of our
clients, and the person who doesthe videos for us is a
registered nurse and she's goteasily 250, 300 titles and she
does these amazing videos forour clients.
This is not the only kind ofvideo you can do.
I mean, if you're gonna dovideo, these are great, but you

(34:08):
really need to do some with areal human talking in it, not
just the stock imagery in it.
Okay, so video again.
This is the Alzheimer'sAssociation of San Diego.
Of course, they had a droneflying over and they had all
this professional videographydone.
You're probably never going todo that, but if you look at Rick

(34:31):
Stein, he did a video.
I don't know Rick Stein, he'snot our client, but what he did
was he's actually looking forcaregivers, so he created a
video.
This is, I guess, the owner andpresident of Palliative
Personal Care.
Don't know this man, but he goton this video and talked about
their company and talked abouthiring.

(34:52):
You know who they're lookingfor and this is a great way to
get more caregivers to come towork for you.
He's articulate, he's lookingat the camera and he did a
wonderful job of talking aboutthe vision and the mission of
the company and who they'relooking for when it comes to
CNAs and HHAs.
Very compelling reason to watchhis video and go to work for

(35:16):
him.
And then Assisting Hands.
I believe they had this doneprofessionally not sure, but
it's a really good video thathelps with their brand.
We understand families, so Ireally liked that one.

Speaker 2 (35:27):
Valerie, we had a question.
Sure, they'd be posting videoon their personal LinkedIn or
business LinkedIn.

Speaker 1 (35:34):
Both, and so I would say both.
When it comes to LinkedIn,people want to do business with
you as the professional.
However, you also need to havea really good business presence
there.
So post it on your own personalone, because that's where
you're connecting with folks,and on your business, do it

(35:57):
there too.
So if you looked at ourLinkedIn, you would notice that
I post on my personal LinkedIn,but I also go over and post the
same information on my businessone, because I know there's two
different audiences.
I have 15,000, I guess contacts, because I've been doing this
for a long time, and nationwide,so some of them will see my way

(36:21):
.
Post personally, but a lot ofpeople follow which a much
smaller number follow our, ourpage, and I know that if I post
it on our page, we'll also getmore people's eyeballs.
You also have to work on yourcompany page.
You need to go there and invitepeople to follow your company
page and you need to connectwith people.

(36:41):
If you don't work on thosethings on LinkedIn, you're
leaving money on the table everyday.
These are really important, okay, so here we have some that are
not videos, but look how theseare real people in these and, of
course, you have to havepermission to take pictures of
other humans.
Have their permission or thepermission of their loved ones,
however.
You need to do that, but theseare pictures of real people

(37:05):
doing real things.
And look how long that post is.
And look at how they're taggingother communities or they're
hashtagging.
Those are the things that youshould be doing with your post.
You need to tag other people.
If you're doing something withBethesda Senior Living
Communities, you want to makesure you tag Bethesda Living

(37:26):
Senior Communities so that theyknow that you talked about them.
You want to make sure that, ifyou're having training, you look
at these girls are having a funtime and they're goofing around
and doing some training.
This is a perfect picture fornot just for caregivers, but for
other professionals and forpotentially consumers who need

(37:47):
care.
Your staff gets along, they'redoing great, they're doing
training.
These are great things to show.
And then this down here on thefinal, on the right-hand side,
is an event that somebody wentto and it just it struck me
because I remember when SallyFaith this happens to be local
to me and I remember when SallyFaith was the mayor here and I
had no idea that she has.

(38:08):
I mean, it's been years agothat she was a mayor, but I
didn't know she wrote a book andI didn't know she had dementia.
So stuff like this is reallyimpactful.
It's a book, it's just arecommending a book and of
course they went and saw her.
But if you go to a book signingor if there's just a book you
recommend to people you know,talk about that book.
So these are.

(38:29):
These are the kinds of poststhat are really going to get you
noticed and more visibility.
This one is a great idea too.
So I put on ideas for you tocopy off of as you go about your
social media marketing, havingevents or sponsoring events.
So you can see that this isfrom driving to passenger

(38:49):
transitions for older adults,february 20th at 630.
It's a free educationalopportunity and look at the
bottom you can see all thedifferent people in that local
area who are sponsoring that andthat's a great thing.
For you to sponsor events likethis, you don't have to put the
whole event on like this.

(39:11):
You don't have to put the wholeevent on.
You don't have to be the bigorganizer of the event, but you
can easily sponsor it and make abig splash with the event by
sponsoring CareSmarts is doingis highlighting other
professionals.
So they're not highlightingthemselves, but they're going
around.
They interviewed Don Fiala nottoo long ago.
They're going aroundinterviewing other professionals
home care agency owners.
You can do the same thing.

(39:32):
You can interview someone who'sgiving you a tour of an
assisted living facility, ifthey'll let you, because you
want to highlight their businessand talk about them and thank
them for letting you take a tour, or whatever the event might be
.
And then caregiver spotlight socaregiver of the month,
employee of the month, whateveryou want to call it those are.

(39:57):
That's the right thing to do,absolutely the right thing to do
.
So if these give you any ideasfor things you could be working
on for your social media andthis applies to Facebook,
linkedin.
If you're doing video, youshould have it on all the video
platforms, but these are justreally good ideas for you to get
more visibility.
Home Instead, just do a, and alot of others do too.
But there's several caregivercompetitions, care Pro of the

(40:21):
Year nomination I know HCOA doesone.
This is actually a video andthey go through and they show
all the nominees' faces.
This is a lovely video.
So anytime you can, you can useCanva and easily do all of this
stuff.
I know that everybody's thinkingI don't have time for this.
You can also outsource this andhave somebody else you know

(40:44):
tell them what you're lookingfor and have someone else easily
put together these videos foryou, and then this is not a
video, it's just a simplestatement.
Kindness is contagious, that'sit.
That's all this is, and it'sfrom Senior Helpers.
You can see it.
It's bold and bright and it's asimple message.
So these are the kinds of thingsthat definitely attract more

(41:06):
attention, and I would be remissif I didn't show you the
Facebook queen herself,christina Ramos.
She is the daughter and I'msure she's part owner.
I don't know what her title isthere, but she does everything.
So Touching Hearts at Home ofGainesville, florida, florida.

(41:32):
Christina and her parents areright here on the left-hand side
.
Christina's in the red dressand her mom and dad are right
next to her and they do allkinds of stuff.
I don't think there's anybodyin the senior community in
Gainesville, florida, or in theentire panhandle of Florida that
doesn't know Christina is atTouching Hearts at home of
Gainesville.
So they just did the Heart Ball.

(41:52):
Welcome to the 39th AnnualGainesville Heart Ball.
Now I don't know if I thinkthey were just attendees or
maybe they were sponsors, butlook at that, they're always
doing stuff.
And let's see, members of ourleadership team had the joy of
passing out fresh roses with theresidents at the Magnolia Ridge
Rehab Center Memory Care onValentine's Day.
So they went and passed outroses to nursing home and

(42:13):
skilled nursing facilityresidents or not residents, but
patients.
I mean, what a great way to bepresent during Valentine's Day.
And then they did a prom.
Did you guys see this?
They did a senior prom.

Speaker 2 (42:28):
Oh my God.
I posted it in our forum thatthey were going to do this.

Speaker 1 (42:31):
Our they do it every year, 2025, touching hearts at
home.
Prom king and queen oh mygoodness, they do this every
year.
I it's uh, the benefit, eldercare, I don't know what prez by
the village, but they do it as afundraiser and people get
dressed up and they come to itand they help them.

(42:51):
It looks like their daughterhelping her mom who ended up
being prom queen.
I mean what?
How nice is that?
They have a photo area set up.
I mean they do all, they go allout.
So this is a big event andChristina's really good at
organizing big events.
She does this.
You know four or five reallybig ones every year.
She's an organizer, she gets TVattention, she gets all kinds

(43:15):
of stuff and they all arefundraisers for something.
Yes, her business does get alot of notoriety and they get
attention and visibility, but,honestly, she's doing
fundraisers for otherorganizations in her area and
she just benefits from all ofthat.

Speaker 2 (43:33):
She's really she's really good at like gathering
the troops, so she'll get herreferral sources to join her,
and so all their logos are onthe flyers that she leave, you
know, hands out everywhere too.
So I think that that's reallythat also is a really good idea
is to get your referral sourcesto join with you and work
together on these big, bigprojects.

(43:55):
Also, we just had two peopleask if they're going to get
copies of the slides, and thensomeone else that are going to
copy the recording, and I thinkthe answer is yes to both.

Speaker 1 (44:03):
Recording.
Yes, slides I don't tend togive out, but maybe we'll do it
in a PDF, but I'm not sure aboutthat.
I usually don't give out myslides, but everybody will get
the recording so you can fastforward to the parts you really
love or take a screenshot.
All right, I only have 15minutes left, okay.
So here we go, moving onCrafting email marketing

(44:24):
campaigns that drive results.
So this is actually anewsletter, but I divided it up
into three parts because it'skind of a long newsletter and I
wanted you to see what it lookslike.
So this is Abington Caregiversnewsletter and if you were to
stack these pieces on top ofeach other, the left-hand side
is the top of the newsletter andthe middle is the middle of the

(44:44):
newsletter and the bottom isthe bottom of the or.
The right-hand side is thebottom of the newsletter, so you
can see where they have plentyof advertisements for their
stuff, their phone number.
Visit our website.
They even have a video they hadcreated that we put in there.
And then there's two blog posts, there's some testimonials and
then another blip about them atthe very bottom.

(45:05):
Visit our website.
All the unsubscribed stuff isthere.
This is a beautiful newsletterand this comes with our services
and the CRM that we give toeverybody who is in our service
programs has the capability ofcreating these gorgeous
newsletters like this.
It's just like you know,picmonkey, not PicMonkey, oh,

(45:27):
what's the name?
I don't know.
There's a bunch of newslettercreation chip monkey mailchimp,
mailchimp that's what I'mthinking of.
Pig monkey mailchimp, uh, so,uh, yeah, it's just like that.
It's drag and drop super easyand these are beautiful and
they're all matched with theircolors.

(45:47):
Um, so, anyway, I love theseand and this is it People say oh
well, newsletters, blah, blah,blah.
Well, let me tell you something.
If somebody is in the market orthis is on their mind and they
happen to be on your newsletterlist, they're going to open the
newsletter.
If elder care issues or theirmother or their father or

(46:07):
whatever is on their mind andthey know they shouldn't be
living at home alone, maybe, orthey know they've been having
trouble lately, they are goingto open your newsletter.
The people that need servicesare going to be thinking about
this for a good six monthsbefore they ever pull the
trigger.
And so your newsletter comingto them one time per month.

(46:28):
You're not overdoing it, you'renot spamming them every day,
once a month, having anewsletter come to them that
gives them actionable tips,maybe a video, blog posts that
come from your website.
These are the things thatthey're looking for, and your
business will be top of mindevery month.
When they get this.
They will not consider it spam,especially if they enrolled or

(46:51):
filled out a form on yourwebsite, or if you ask them
would you like to receive ourmonthly newsletter?
And everything should be inyour newsletter not just generic
blog posts, but also all thesecommunity events that you're
attending.
All of those are in ourclients' newsletters.
So this is one way that wecreate a marketing campaign that
drives results, and the openrates are really good for these,

(47:12):
better than your nationalaverage.
Okay, then we talk about dripcampaigns.
So when somebody comes to yourwebsite and they fill out a form
on your website, if they dothat, do you know what happens
after they receive that form?
Do you call them you probablydo or email them and say, hey, I

(47:32):
received your information andjust wanted to reach out to you.
All that's fine, but do theyever hear from you again after
that?
What we do is we have ourclients work with us to put
together and we write it andthey edit it, so you don't have
to you know they don't have towrite the whole thing.
We put together a series of 10emails.
This is called a drip campaign.

(47:52):
So when someone fills out aform on your website, yes, you
have to call them and yes, youshould email them and text them
and do whatever you need to doto get a hold of them right away
.
However, in the interim, ifyou're having trouble getting a
hold of them or whatever, theemails start going out to them
that talk about your services,talk about the things that are,
you know are important to thatperson who filled out that form.

(48:15):
Over the course of 30 days,they received 10 emails, so one
every three days or so, and thisis and so on the right hand
side, you'll see sort of like aconsumer version of that.
We have a giant word documentthat goes through a series of 10
emails and our clients workwith.
We work with them, they workwith us and we make sure it's
modified to meet their needs.
So these are all just examples.

(48:36):
And then on the left-hand side,you see a drip campaign that
might be for a referral source.
So every time you have somebodyout in the field who stops by
and does a face-to-face meeting,or maybe they just dropped some
things off.
You wanna make sure you havesomething ready to send that
referral source to let them knowyou were there.
You should be texting them,calling them, leaving them a

(48:57):
message and sending them anemail, so we write it up for you
and that sits in your CRM andon your app on your phone and
you can just fire off that emailto whoever it is you need to on
that day.
So these are called dripcampaigns and they're part of
every service that we sell, andso that's something that you can

(49:19):
do.
Though, if you have forms onyour website and nothing happens
after someone fills out thatform, you need to fix that and
make sure you have a series ofemails going out.
Okay, any questions about dripcampaigns?

Speaker 2 (49:32):
Are we good?
Nope, I think we're good.
Someone asked over what periodof time, but then you said it
right after 30 days.
Yeah.

Speaker 1 (49:41):
Okay, let's talk about reviews.
These are hard.
Reviews are hard and I get it,we totally get it.
But but you need more reviewson your Google business profile,
on carecom, caringcom, whateverit iscom.
You need to be getting morereviews.
I am not a fan of Yelp, but ifYelp's the way, you want to go

(50:01):
get some more reviews on Yelp,whatever it is.
You need more reviews and notjust your yes, caregivers who
love working for you.
It's great to pepper a few ofthose in, but it shouldn't be
all caregivers.
You definitely want to havesome very nicely written reviews
that come in from real clients.

(50:21):
So you can see, I put on theleft-hand side.
This is a recent review forIncredicare and it's a very
nicely written, long one.
You're not going to always getthat.
Sometimes you just get the fivestars and nothing right.
That's okay too.
You want to answer every singlereview that comes in, bad or
good, and sometimes we have tocoach our clients through the

(50:43):
bad ones.
So you know that disgruntledcaregivers are going to leave a
bad review once in a while.
They'll get their friends togang up and do all kinds of
crazy stuff.
Don't worry about that.
First of all, we've gotten itdown to a science to report them
and we report them as aconflict of interest and we have
multiple people and like onyour team, on our team, report

(51:06):
them.
Usually they get taken down notalways, but a lot of times
they'll get taken down.
Having said that, you need tohave positive reviews.
This is great for SEO, this isgreat for your visibility and
you really want to see this soyou can see our reviews.
I didn't really label thesevery well and Credit Care is on
the left-hand side and ApprovedSenior Network us.
We are on the right-hand sidethere and just kind of an

(51:30):
illustration that you need tomake sure you answer every
single review.
So we have a review programthat's built into our CRM.
We show you how to use it.
You can send one review requestat a time.
You just got off the phone withMary.
She's super happy with yourservices.
Boom fire off a review requestto her right now.
She's happy, so I send her areview request right away.

(51:51):
So we have all of that builtinto our services so you can get
more reviews.
Highly recommend it.
Lisa Marcella is the queen ofgetting reviews on our team.
She gets everybody to review us.
All right, let's talk aboutautomation.
This is a back-end, technicallittle picture that you will
never want to see again.

(52:12):
It means nothing to you, butwhat I'll tell you is that we
set up all of these automationsso that when someone sends in a
client survey or get a form, orthey chat with you live, or they
chat with you or they fill outsomething on your website this
is what automation looks like Atag is added, an email is fired

(52:33):
off internally, your people arenotified.
We set all of this up so thatyou never miss a lead.
You're texted, you're emailed.
We do everything in our power touh, to Bing you or or knock on
your door and say hey, you needto pay attention to this so you
never miss the lead.
Uh, you are notified by abouteverything and that lead never

(52:55):
misses the opportunity toconnect with you further because
they're being emailed, they'rebeing texted, at least right in
the immediacy.
We don't go overboard ontexting, but you want to make
sure that somebody, thatsomething or someone follows up
with them right now and says wegot your information, we'll be
calling you very soon.

(53:16):
Says we got your information,we'll be calling you very soon,
so you don't have to worry abouthow fast people are being
followed up with.
It's automated and it'sautomatic.

Speaker 2 (53:24):
So many times, valerie, from my experience in
home care, they land in spam.
The leads you know I get and Iwould see it like two weeks
later and it was a 24 or it waslong term care insurance or it
was just going to be a reallygood job, and by the time I saw
it and called them it was toolate.
So I love that we text ourclients when they get a lead and

(53:45):
all the information you need isin the body of the text.
You can go from that text.
I mean it's immediate and calland that's what you have to do
in this industry.
I mean the adult child's incrisis.
They, they need your help now,not a week from now, not three
days from now.
Whoever they can talk to first,many times, is who they pick if
you do it right.
So I love it.

Speaker 1 (54:05):
Yep, absolutely.
You need to make sure you'refollowing up within just a few
minutes so they get a text.
You get a text.
Everybody's notified on bothsides about everything.
So there's no doubt that thatthe connection has been made,
and it's 24 hours a day, sevendays a week.
It doesn't matter if it's aSunday night at nine o'clock.
If the person fills out theform on your website, bam,

(54:28):
you're going to be notified.
So let's talk a little bitabout it.
Yeah, and that's one of thebiggest things you can't miss
leads.
You can't miss them.
So let's talk about AI.
Now.
Some people love AI.
Some people say, oh my gosh,it's.
You know we're all going to betaken over by machines.
I would recommend this.
Understand it and use it toyour advantage.

(54:51):
That's what you need to do.
There's all kinds of negativityand positivity going on with AI
.
You know we're going toprobably find cures for cancers
with AI or diseases, but alsokids shouldn't be using AI to
write papers.
I get it, but let's talk aboutwhat you can do.
That makes a difference.

(55:13):
Create engaging texts thataccompany your social media
posts.
Boy, I wrote that weird.
So when you're getting ready topost that new video or those
pictures of you at this eventand you're thinking I don't know
what to write at the top ofthis.
We were at the blah blah.
All you have to do is go to afree version of ChatGPT and say
I need to write a post onLinkedIn about this event I went

(55:35):
to.
Can you write it for me?
Use emojis and boom, it'llwrite the whole thing for you.
It you know, and it'll putemojis in, it'll put all this
cutesy stuff in there, and thenyou can modify it and then boom
post.
So you don't have to thinkabout what you're going to write
as much You're.
It's going to give you thegreat idea or the great text
that can go along with it.

(55:55):
That's fun, but also you canmodify it and make it your own.
So that's one way you can useAI almost immediately and for
free.
It'll also write great pressreleases for you in a press
release format easy stuff.
It'll give you ideas for videos.
It'll give you ideas forarticles and it'll give you
ideas for activities you can do.
It'll give you tons of ideasfor all of this.

(56:18):
You could ask it to write ascript for a video.
It'll do it.
You can modify it, but it'llgive you a script for a
three-minute video if you reallyneed one.
So those things are super easy.
Now what I do see sometimes isthat content is written, never
edited, never looked at, andit's put out there as if it were

(56:40):
written by a human, and that'skind of.
Not everybody catches it, butmore and more people are
catching on that boy.
That's AI right now.
So be careful with how you useit, but certainly it's worth
understanding that it can workfor you and help you be much
faster in a lot of these things.
So the other things I put onhere are I want you to see that

(57:04):
AI knows something about you,probably if you've been out
there for a while and if youhave a social media footprint or
an online footprint.
So I asked it what do you knowabout Valerie Van Boeven?
It was kind of it was.
It was okay, it was good.
It was a little off.
It had some old information,some stuff I probably wouldn't
write or bother with, but it'sokay.

(57:26):
I think it took most of it fromLinkedIn.
And then I also asked ChatGPTin particular where do you get
your information?
And just so you all know, it'sgetting its information from
Bing, which is another reasonwhy you should probably make
sure your Bing profile for yourbusiness is up to date and live

(57:47):
and optimized, because ifsomeone asks chat GPT for
information on home careagencies in the blah blah area,
it's going to pull it from Bing,so you definitely want to make
sure you're recognized there.
And then I asked it to go tothe web and tell me what you
find about Approved SeniorNetwork, and so it did.
It did pull the right stuff andI think it used our website for

(58:10):
that, but you probably wouldlike to put that in there and
see what does it know about me?
What does it know about me?
What does it say about me?
Because more and more peopleare going to be relying on AI
recommendations and AIdescriptions for search, so
that's something that youdefinitely want to keep in mind.
All right, let's just talk alittle bit about creating

(58:31):
impactful videos, so I justwanted to show you.
Let's go back to video for aminute.
I talked about video in yoursocial media.
It's where it's at.
It's what you should do.
A lot of people are eithereither don't want to be on
camera or they don't feel likethey have time, and I think that
we can fix that, so you do havetime.
Brand awareness 96% of brandsreport that video has enhanced

(58:54):
their brand recognition.
I guarantee you it will enhanceyour brand recognition.
Sales growth 84% of videomarketers have observed a direct
increase when they're usingvideo content.
Better return on investment,consumer engagement and purchase
influence doesn't necessarilyapply to us.
They're talking more aboute-commerce, but if I get to see

(59:17):
your face and you're talking tome about how much you care about
your clients and why youstarted this business, I am
going to love what you have tosay right there and that's
probably half the sale.
So please think about doing thevideo stuff.
I'm also going to talk a littlebit about face versus faceless

(59:37):
video here.
Faceless videos let's just skipto that.
Faceless videos this is a facevideo.
This means your face is in thevideo, or someone from your
organization's face, and they'retalking to the camera.
That's a face in video.
People love face in video.
They want to hear from you.
I get more engagement and moreinformation from people when I

(59:59):
put my goofy face in the videoand talk to them than I do from
anything else that I post.
So face in video is reallyimportant.
But you can also do facelessvideo and that's the kind of
video that we already create forour clients are the faceless
videos.
This is just an example of afaceless video from the
Alzheimer's Association.
Nobody has time to do these biggiant professionally.

(01:00:22):
You know done ones, but theseare easy to do and we do them
for our clients.
The problem is we need yourface in more videos.
So the last thing I'll tell youis that to help our clients do
more video or understand how tobe more present in video without

(01:00:42):
that anxiousness and that youknow I hate looking at myself on
video or I hate my voiceWithout feeling that way there
are some ways that we can help.
So we're doing a home care videolab on March 7th, if anybody's
interested.
You will walk away with 12fully edited high quality short
videos you can use Pretty much.

(01:01:03):
We're going to go for evergreen, not event specific necessarily
.
Maybe a few of them might beevent specific but after four
weeks you'll be able to look atthose 12 fully edited high
quality videos and use themanytime you want.
It does cost money for us to dothis because somebody has to
edit all those videos and andI'm teaching the class myself

(01:01:24):
it's over four weeks.
It's one Zoom call per week forfour weeks and by the time that
four weeks is over, we'll haveeverything we need to make your
finish up your videos for you,and you have to do very little.
I'm not going to give away mysecret, but you definitely have
to give me a little bit of video, but not nearly as much as you
think.
All I need is a little bit ofinformation from you.

(01:01:46):
We'll make it happen and we'regoing to teach everybody how to
capture B-roll footage, which isjust generic footage that you
can use in videos, and give youall the ideas for topics for
future video creation.
So at the end of this, I justwanted you to know that video is
really important for all ofyour marketing.
It's no longer something Ithink people should avoid.

(01:02:07):
I really think you should divein and ask somebody in your
office to be in charge of that.
There are just some hystericaland very touching videos out
there that we have seen thathave been created by home care
agencies that are just amazing.
And you don't have to be supergreat at video.
You don't have to hire someoneprofessionally to do it, it's

(01:02:29):
all on your phone.
So that is the conclusion ofour webinar.
I am going to go over some ofthese questions and answers that
a lot of people ask.
Do we have anything that I needto answer?

Speaker 2 (01:02:44):
There's just somebody asking what services would be
good for her, so I'll reach outto her.

Speaker 1 (01:02:49):
Okay, all right, if you want to know more about the
services we provide, I recommendthat you go to ASN
homecaremarketingcom.
It's the first website listedthere.
Go to ASNhomecaremarketingcomit's the first website listed
there.
We also runhomecaremarketingnewscom.
You can reach out to us atsupport, at ASN support, or you
can call us at 888-404-1513.
Any of those will get you intouch with the right people.

(01:03:10):
Do you outsource your workoverseas?
We get asked that, or I getasked that, and the answer is no
, we do not, and I mentioned acouple of reasons why we don't.
I don't have any problem withpeople doing that.
It's just in our position withcontent and the things that we
write.
We really need writers thatunderstand the healthcare market

(01:03:30):
in the United States, becauseit's so complicated and the
words we use are different theacronyms and you guys know all
that.
So we want to make sure we'reusing the right words and we
have to follow the right rules,especially for non-medical home
care versus medical home care.
How much do your services cost?
Well, I'm not allowed to answerthat question, but no, we don't

(01:03:51):
talk about our pricing online,on the web, in a text, in a chat
, because you really need totalk to somebody first.
You may not need every servicewe provide.
You may not need any of theservices or you may need all the
services.
I have no idea until someonesits down and has a conversation
and says here's where I am,here's what I've tried, here's

(01:04:13):
what I'm looking for and here'swhat I wish, here's what's on my
wish list.
And once those questions areanswered and you have a good
business discussion with DonFiala here or Lisa, then you can
know what the pricing is.
But you really how much itcosts is important to know.
But really, what do you needfirst?
Do I own my own website andcontent?

(01:04:35):
So we create websites for homecare agencies all day long?
Yes, you own your website andyour content 100%.
Can I move my website toanother service provider?
Absolutely, you can, and we'llgive them two different options
on how to get the file so theycan move it to another provider.
We don't hold your websitehostage.
Do you have reviews?
Do you serve startup businesses?

(01:04:56):
Yes, we have reviews.
There are about 30 reviews onour Google my Business.
You can also go to our websiteat asnhomecaremarketingcom and
look at all the videotestimonials.
There's a million of them, Ithink.
No, there's about 30.
And then there's also writtentestimonials on there.
Do you serve startup businesses?
I think that's supposed to be aseparate question on there.

(01:05:17):
Do you serve startup businesses?
I think that's supposed to be aseparate question.
It depends.
We do sometimes.
We don't always serve startups.
I really would encourage you totalk to Dawn and Lisa about
that, because serving if youjust started your business, you
might not be in a position whereyou want to spend a whole bunch
of money on some of the thingsthat you know that we just

(01:05:38):
talked about today.
You might want to take it.
Do it, really be budgetconscious at first and they'll
point you in the right direction.

Speaker 2 (01:05:44):
For all that, usually , valerie the startups that I
talk to, I suggest is the liveZoom training, the sales
training that we teach, thein-field sales training.
Yes, you need a client base topay for the website, to pay for
the things that you need to doonline, and that is the fastest,
quickest way is to go out inthe field or have somebody go

(01:06:04):
out in the field for you and getthose referral sources to start
sending their dischargepatients to you.
So that's usually what that'susually.
My recommendation is that theytake that sales training class
with us so that I mean by weeksix it's 12 weeks long by week
six, most people are gettingreferrals from skilled nursing
facilities and then you haveclients and then you, you have

(01:06:25):
the money to invest in youronline stuff.

Speaker 1 (01:06:27):
So I, you know, and we did this this webinar is all
about online.
But honestly, having that salestraining and having a person in
the field actually going outwith consistency not when they
have time with consistency outin the field building their
audience and their referralsources that's really the first

(01:06:49):
place you should start.
So we do have sales training,and in various ways.
So I would highly recommend yougo to our website and look at
the sales training.
If you really need a place tostart, the website and all the
online stuff will come.
But you got to start somewhereand you need to have feet on the
ground in your community.
Do you recommend Google Ads?

(01:07:10):
It depends.
I'm not a big fan of Google Ads.
We do it, but the reason I'mnot a fan is because it's very
it depends.
I'm not a big fan of Google adswe do it, but the reason I'm
not a fan is because it's very,very expensive.
You cannot just spend $300 amonth on Google ads and think
that anything's going to happenanymore.
It just doesn't work that way.
So if you are someone who'sexperienced with Google ads and

(01:07:31):
you understand the budgetrequirements, then we're happy
to talk to you.
Budget requirements, then we'rehappy to talk to you, but it's
definitely not going to saveyour life.
It's really technical and it'sreally confusing, and so it's
expensive.
So, yes, we'll talk to youabout it.
It wouldn't be my first place Iwould send you.

(01:07:52):
Do you recommend buying leads?
And for Google ads, for buyingleads, for any of the paid
advertising, I will say this youreally need to make sure that a
person is designated to answerthe phone or to make the call as
soon as the lead comes in.
If you're waiting hours to callsomebody back for any lead
service, you're going to losethem.

(01:08:12):
So, really, if you're going tocommit to buying or paying for
leads, then it's reallyimportant that you have someone
right there ready to call thatperson.
Does your CRM connect with othersoftware?
It does.
We have seen that some of ourcompetitors talk about oh, we
can connect with all thesethings, and that is true to a

(01:08:33):
certain extent.
We use the same CRM that a lotof our competitors use.
However, what they don't tellyou is that there's a cost on
your side too.
From your other, like a WellSkyconnection to our CRM is
possible, but it's veryexpensive for you to do that, so
you may not want to do that.
So there's some things that wewould talk about with you, but

(01:08:56):
it does connect with othersoftware.
Will someone teach us how touse the CRM?
Yes, we have a CRM that isloaded with all the things that
I just showed you Reviews, dripcampaigns, all the things and,
yes, we do an onboarding calland show you how to use it, and
we're always available viasupport.
Do you recommend Wix,squarespace, godaddy,
do-it-yourself websites?

(01:09:16):
No, I will never.
I will never, ever, ever,recommend any of those websites.
I understand that you're on abudget.
You might have to go with whatyou can afford at first, but
those websites Wix, squarespace,godaddy and any of the other

(01:09:45):
ones they will never serve youthe way your website should
serve you.
So an investment in yourbusiness is an investment in a
professionally built WordPresswebsite that serves your needs
for several years.
I would also say that if yourwebsite is over three years old
two years old even that youconsider getting an uplift,
upgrade, you know, do over,rebrand, whatever you want to
call it, and get that website upto 2025 standards so that it's

(01:10:07):
not working off of old junk inthe background and it looks like
it was built not by CousinEddie, you saw my slide of ugly
websites.
Do you develop websites withWordPress?
Yes, we only use WordPress.
We have always done that for 17years.
We understand the good, the badand the ugly with WordPress, but

(01:10:28):
when a client comes to us andbuilds a website, we are
responsible for making sure thatwebsite works, that it's up to
date, that it doesn't havemalware, that it's not hijacked
or hacked or whatever.
And I can say in 17, 18 years, Imean rarely, maybe one or two

(01:10:48):
times has a website ever beencompletely hacked, and that's
been years ago.
Sometimes malware sneaks in inother ways.
We just no one ever knows it,but we know it and so we resolve
it.
It's little things that mostpeople don't notice, but we work
really closely with our host,our servers, the people who

(01:11:10):
manage our servers, and we're ontop of it really fast.
So, yes, we use WordPress forour websites.
Does anybody else have anyquestions?
Anything else I can do?
Answer about online marketing.
Focus on LinkedIn, facebook,video and let AI help you with

(01:11:30):
some of those things, and we'regoing to talk a lot about video
marketing in the month of March,so if you want to come with us,
sign up and we'll make surethat you are a whiz at all of
that.

Speaker 2 (01:11:42):
What do you think about Facebook and Instagram ads
?

Speaker 1 (01:11:46):
Facebook and Instagram ads will work for
caregivers, if you're recruiting, but it will not work for
clients.
For clients, you can build yournewsletter list by using
Facebook and Instagram ads togive away free guide to home
care in Fairfax, virginia orwherever you are located, and
write the free guide up and doall the things.

(01:12:07):
We've done that for clientsseveral times and they seem to
like it.
What it does is it grows theirnewsletter list so that person
opts in for that free guide tohome care and then boom, they're
on the newsletter list and theyreceive a few other little
emails because obviously they'relooking.
But Facebook and Instagram donot work.

(01:12:30):
Just running an ad.
Hey, do you need home care?
Here we are, we're the best.
It's not going to work.
Google and Facebook arecompletely different in the way
that you know, when someoneGoogles home care, here we are,
we're the best.
It's not gonna work.
Google and Facebook arecompletely different in the way
that when someone Googles homecare for my mom in Fairfax
Virginia, then they are needingthat right now.
They need some answers rightnow, and that is what Google is

(01:12:50):
about.
It's a search engine.
It's that's how you get leadsfrom Google.
But in Facebook, we're therelooking at pictures of the kids,
the grandkids, or family eventsor events that we've been to or
whatever.
And if we've been talking aboutmentioning looking up stuff
about elder care, then the adsjust kind of trickle in.

(01:13:10):
Like you know, you talk to yourhusband about needing a new
mattress and then suddenlyeverything in your Facebook feed
is about mattresses, becauseevery electronic device you have
is listening to you.
So that's kind of how thosethose ads come.
It's more of a discovery engine, not a search engine.
So no, unless you want to justgrow your newsletter list, which

(01:13:31):
is totally fine, I think theperson with the biggest
newsletter list, the biggestemail list, is the winner here.
Fine, I think the person withthe biggest newsletter list, the
biggest email list, is thewinner here.
So the more contacts you havein your email list, the better.
I hope that answers it.
Any other questions for anybodyOnline websites, email, ai,

(01:13:53):
video, no, all good, okay, well,thank you everybody.
Thanks for joining us.
I hope you got some information.
I will be sending out thisreplay.
You can fast forward to anyparticular place you want and
we're happy to help you withanything you need.
Thank you so much, everybody.
Bye.
Thanks for sticking with us.