There can be a fantastic alignment in values, purpose and audience between a brands offering and influencers.

If you are considering influencer marketing, you really need to put your time into your strategy. Hootsuite have put together an in-depth article that will help you better understand what costs you might be in for and you can read more about the nitty gritty of Instagram influencers and their rates

Hootsuite have also written a great article on how to find Instagram influencers that work for your business.

I usually advise small business owners to ideally have all of their eCommerce growth foundations in place (ie. Google Analytics set up for eCommerce, an above average conversion rate, email marketing automations set-up etc.) before layering up advanced digital tactics such as influencer marketing.

eCommerce Growth FrameworkTM

This is the eCommerce growth framework. Before embarking on influencer marketing, laying these foundations will mean that you have a more focussed strategy when partnering with an influencer.

Influencer marketing segments

Influencer marketing is a channel for small business owners to consider when growing their business, however it should be a well planned out strategy. There are many types of influencers that can meet various business objectives with various engagement levels:

  • Nano influencer (1,000 – 10,000 followers)
  • Micro influencer (10,000 – 15,000 followers)
  • Regular influencer (1,5000 – 50,000 followers)
  • Rising influencer (50,000 – 100,000 followers)
  • Middle influencer (100,000 – 500,000 followers)
  • Macro influencer (500,000 – 1,000,000 followers)
  • Mega influencer (more than 1,000,000 followers)


Bigger businesses have traditionally relied on the macro and mega influencers in their marketing activities to get the reach and results. Over time, the larger influencers have become less effective as consumers know that they are plugging product. Today’s consumer has a stronger affiliation with authentic influencers, that is, not just flogging products for cash.

Using the nano and micro influencers can be a far more effective and authentic strategy if you choose to embark on influencer marketing.

There are obviously lots of different creative options you can choose from when engaging an influencer to assist with your marketing:

  • Post (image)
  • Post (video)
  • Post giveaway or competition
  • Brand takeover
  • Stories – polls, swipes, AMA


eCommerce growth foundations ensure small business owners get the most out of their time and financial investment when implementing an influencer marketing strategy.