Masterclass #2

Find New Customers

No business can thrive without new customers. Anaita Sarkar, founder of Hero Packaging and author of ‘Sell Anything Online’ shares with us the tips and tricks she’s used to grow her businesses and Instagram audience to over 300,000 followers.

Growing Your Customer Base: Strategies for connection and conversion

At our recent Vodafone Business Masterclass event, Anaita Sarkar, founder of Hero Packaging, shared actionable steps for connecting with customers and fostering a strong following for your small business.

Anaita’s journey began with a mission to reduce plastic waste in her business. Disturbed by the excessive plastic in her packaging, she launched Hero Packaging – a company offering sustainable, home-compostable mailers.

Testing demand was essential: Anaita launched a simple landing page offering free mailer samples, targeting potential customers through Google ads. Expecting 30-40 sign-ups, she ended up receiving over 1,000 in just one week. This strategy validated demand for her product early on and converted freebie-seekers into paying customers. As Anaita advises, “Always test demand before launching anything new.”

"Always test demand before launching anything new.” 

Today, Hero Packaging has replaced over 33 million plastic bags and is continually expanding its eco-friendly line.  

Using the marketing funnel to grow your customer base

Anaita attributes much of her business success to marketing funnel strategies. She breaks these into five stages to guide your target audience from having awareness of your business to becoming loyal customers.

Top of funnel (Awareness)

To increase awareness, brands can use paid strategies like Facebook ads, influencer marketing, and PR, alongside free methods such as TikTok content and brand collaborations.

Anaita recommends establishing your expertise on these channels by sharing industry knowledge, debunking myths or offering insider tips. This builds credibility and attracts an audience.

She also highlights the value of building connections with like-minded individuals, particularly through events that foster community and shared purpose. “There is nothing more powerful than being around people like you,” she says.

"There is nothing more powerful than being around people like you."

Middle of funnel (Engagement)

At this stage, focus on nurturing those who are already familiar with your brand. Use retargeting ads, email marketing and a strengthened online presence to encourage engagement.

You should also deepen your audience’s interest with compelling content, and a seamless user experience on your website and social media.

Bottom of funnel (Conversion)

Here, your potential customers are considering making a purchase, so website optimisation is crucial. Key tips include:

1. Have a clear call to action
2. Include social proof, like usage statistics
3. Keep menu items simple
4. Make contact information prominent
5. Add customer reviews or testimonials to build trust

Customer retention 

Customer service is vital for retention. Anaita improved conversion rates for Hero Packaging by being accessible at every touchpoint. Here are some of her insights:

1. Fast email responses increased product reviews
2. Phone support boosted sales by 15%
3. Live chat doubled conversion rates
4. Video replies on social media reduced returns

Anaita also recommends setting up email marketing "flows" to encourage repeat business and engagement. These can include:

1. Abandoned cart reminders
2. Post-purchase appreciation
3. Cross-selling prompts
4. Personal follow-ups
5. Birthday or anniversary celebrations

The magic bucket 

The "magic bucket" part of the funnel focuses on cultivating a loyal customer base. As Anaita advises, “define your enemy, take a stand and make your brand the hero.”

By identifying a cause that your brand opposes, you give customers a rallying point and strengthen community bonds. For example, Hero Packaging's stand against plastic waste makes it a relatable brand for eco-conscious shoppers.

“Define your enemy, take a stand and make your brand the hero.”

Another strategy is to reward loyalty to make your customers feel valued. Offering perks such as discounts, exclusive content or freebies reinforces their connection to your brand and increases repeat purchases.

Anaita concludes that business success is not magical; it’s about sending the right message to the right audience at the right time. Her insights show that by taking intentional steps at each stage of the marketing funnel your business can build a strong, lasting customer base.