Multi-channel Smart Teeth Revolution | Vidhi Bansal from Autobrush

Multi-channel Smart Teeth Revolution | Vidhi Bansal from Autobrush

Introduction

Meet Vidhi Bansal, the growth expert at Autobrush, an innovative oral care brand revolutionizing the way people brush their teeth. 

In this insightful episode, Vidhi shares how Autobrush is addressing unique challenges in oral care, particularly for children, individuals with autism spectrum disorder, and those with limited dexterity. She dives deep into their multi-channel growth strategy, discussing their success across their website, Amazon marketplace, and social media platforms. Learn about their approach to customer acquisition, marketplace optimization, and how they maintain brand integrity while dealing with marketplace challenges. 

Vidhi also shares valuable tips for maximizing conversions on Amazon listings and managing customer reviews effectively.

On all major podcasting platforms

Increase +180% leads demos sales bookings
from your website with AI

Get more results from your existing website traffic delivering personalized experiences at every stage of your customer journey.

Kevin Shirley: Hey, everybody. Welcome to the Pathmonk Presents podcast. Pathmonk is the AI for website conversions. With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online. Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments. With relevant micro-experiences like case studies, intro videos, and much more. Stay relevant to your visitors and increase conversions by 50% by adding Pathmonk to your website in seconds, letting the artificial intelligence do all the work and increase conversions by 50% while you keep doing marketing as usual. Check us out on pathmonk.com. Hey everybody. Welcome back to the show. Today I’m excited to introduce our guest, Vidhi, who’s coming to us from Auto Brush. Vidhi, how are you doing today?

Vidhi Bansal: Good. How are you?

Kevin Shirley: I’m doing great. Being a growth expert at your business, I’m really interested to have you on the show and talk a little bit about the growth strategies that you’ve been putting in place for Auto Brush. To get things started, I thought we might begin with a basic question. Tell us a little bit about Auto Brush in your own words—what you guys are doing, what products you have. Give us the lay of the land.

Vidhi: Thank you for having me on this podcast. It’s a very interesting opportunity for us as well. About our company, Auto Brush—we are an innovative oral care brand. The idea behind Auto Brush was to change the way people brush, to transform the whole brushing experience and make it more efficient, truly changing lives with cutting-edge technology. We take our products very seriously and continuously work to improve them, ensuring our customers have a better experience.

Kevin Shirley: Thank you very much. I know everyone’s going to be brushing their teeth eventually, so why not try Auto Brush, right? To dive a little deeper—because this is a podcast all about growth, marketing, and digital strategies—I’d like to focus on your audience. Can you tell me about some of the benefits of your products?

Vidhi: Our products, as proven and certified by the American Dental Association, clean 5.1 times better than traditional manual options. Basically, everyone can benefit from Auto Brush—men, women, kids—but children and toddlers really stand out. They don’t enjoy brushing and often don’t know the proper technique, making it a challenge for parents. Our brush provides the right technique and efficiency, which definitely helps.

Auto Brush is also designed for individuals within the autism spectrum, those with Down syndrome, or people with low dexterity. They may lack the attention span or physical mobility needed to use a manual toothbrush effectively. Our technology makes brushing faster and easier, offering independence and boosting confidence. It’s efficient, completing the task in just 30 seconds. The kind of reviews we’ve received reflect that we’re really making a difference.

Kevin Shirley: That’s awesome. It seems like you’re addressing a unique challenge with a specific target audience. The traditional toothbrush market doesn’t focus on solving these kinds of problems for specific groups of people.

Vidhi: Exactly. There hasn’t been a revolutionary change in toothbrush technology for a long time. People will slowly start changing the way they brush, and we want to be at the forefront of that transformation.

Kevin Shirley: People have been brushing their teeth the same way for ages, and you’re revolutionizing it. I like that! Sticking with the idea of clients, let’s talk about acquisition channels. Which channels are driving the most engagement or growth for you at the moment?

Vidhi: Our website is definitely at the forefront. We’ve seen 2.5x growth year on year there. We also have our Movo app and marketplace presence, which are growing holistically alongside the website. For Auto Brush, the marketplace now contributes 25% to our revenue—last year, it was only 15%. There’s a lot of potential. Our team is also doing wonders with organic and paid social media. We’re sharing high-quality content and building a strong community. It’s a well-rounded acquisition strategy, and we’re focusing on each channel to maximize growth.

Kevin Shirley: Congratulations! It sounds like you’re covering all the digital channels effectively. I know you’re exploring online marketplaces like Amazon too. What role does Amazon play in your client acquisition strategy?

Vidhi: It’s no secret that acquiring customers on your website isn’t easy. You have to work hard on marketing to reach people with varying intent levels. Marketplaces like Amazon, however, already have a loyal customer base. If you’re not on Amazon, you’re not considered legitimate.

Amazon helps us build trust, offers access to their massive customer traffic, and shortens delivery timelines. As a growing brand, we lack some operational efficiencies, but Amazon ensures our products are accessible across the states quickly. The downside is the reduced profit margins, creative limitations, and dealing with knockoffs. We’re working on legal actions to address these issues.

Kevin Shirley: It’s a trade-off, isn’t it? Amazon brings exposure and credibility, but you also face challenges like knockoffs and limited creative control. Let’s move on to optimizing Amazon listings. Any tips or methods you’d recommend for boosting conversions there?

Vidhi: Understand market trends—see what others are doing and replicate successful strategies while communicating your unique differentiation points. Ratings and reviews are crucial. Manage negative reviews as actively as positive ones. Use A/B testing for content optimization but focus on testing significant changes. Lastly, read your reviews—they’ll tell you what needs improvement. Challenge yourself regularly to deconstruct and improve your listings.

Kevin Shirley: It’s great to hear how proactive you are with optimization. Let’s move on to you as a marketing leader. What are some key tasks you focus on daily?

Vidhi: My days revolve around marketplace operations—coordinating shipments, improving customer experiences, and strategizing for growth. I also focus on forecasting inventory needs and recently started training with our marketing team on Amazon PPC campaigns, which has been incredibly insightful.

Kevin Shirley: That’s a diverse set of responsibilities. Where do you go to stay informed and grow as a marketer?

Vidhi: At Auto Brush, we have Slack channels for learning, where team members share podcasts, newsletters, and articles. We also discuss what we’ve learned during weekly meetings. This collaborative learning environment keeps me informed and motivated.

Kevin Shirley: That’s fantastic. Let’s wrap up with a Rapid Fire round—short, crisp answers. Ready?

Vidhi: Ready!

Kevin Shirley: What’s the last book you read?

Vidhi: Traction by Gino Wickman. Still working on it!

Kevin Shirley: If there were no boundaries in technology, what would you want fixed in your role?

Vidhi: Cross-platform consistency—updating one platform and having changes replicate everywhere automatically.

Kevin Shirley: What’s one repetitive task you’d automate?

Vidhi: Creating FBA shipments.

Kevin Shirley: What’s one piece of advice you’d give your past self?

Vidhi: Don’t be afraid of numbers. They’re less intimidating when you understand them.

Kevin Shirley: Great answers! Finally, if someone forgets everything from this interview, what’s the one thing they should remember about Auto Brush?

Vidhi: That we make your smiles better.

Kevin Shirley: Perfect. Thank you so much, Vidhi, for joining us today. It’s been a pleasure!

Vidhi: Thank you, Kevin. It’s been a wonderful experience.

Kevin Shirley: Thanks, Vidhi! Bye.