INFLUENCER

MARKETING
FOR ECOMMERCE
BEGINNERS

THE
WHYS,
HOWS &
TO-DOS AVEricks
INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS

TABLE OF CONTENTS
01 Basics of influencer marketing 1

02 Influencer marketing trends for D2C brands 3

03 Choosing the perfect influencer 6

04 Connecting to influencers 12

05 Budgeting guide for influencer marketing 16

06 Measuring influencer marketing success 20

07 Influencer marketing for your 23

Online Store
 CHAPTER 1

BASICS OF
INFLUENCER
MARKETING
www.instamojo.com
INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS
Basics of influencer
marketing
When you scroll on social media (as we
all do) you must have come across
atleast 5 influencers in one sitting. Why?
Because in today’s digital world, social
influencers are powerful movers of the
economy.
Consumers follow influencers to stay up
to date on trends. And as a business
owner, leveraging these social
influencers may be your best bet at
going viral!
Think of new age D2C brands like
Licious, Souled Store, Quirksmith, and
hundreds more have found fame online
because social influencers openly
promote their products.
So how can your brand find similar
fame? Start on your eCommerce
adventure with 'Influencer Marketing
for eCommerce Beginners,' our guide
to the why's, how's, and must-do's of
influencer marketing.
From understanding the basics to
navigating trends, finding the right
influencers, budgeting hacks, and
measuring success – we've got your
back on every step of the journey to
boost your online brand.
Who is an influencer?
Influencers are the people on the
internet with larger than normal
following. They have a community that is
extremely invested in their lives and the
“influence” they have. They can be your
favourite lifestyle bloggers (Kritika
Khurrana), beauty experts (Mrunal
Panchal), tech geeks (Tech Burner), or
fitness enthusiasts (Bani J).
In India, these influencers are the people
you see on Instagram, YouTube, Twitter,
and other platforms. They're the ones
who get you – they're relatable, and they
understand what's hot and happening in
our culture.
These influencers have a special power:
they can influence what you think, how
you act, and even what you buy.
How are they related to marketing?
Now, here's where the magic
happens – influencer marketing. It's like
when your favourite influencer from
YouTube or Instagram teams up with a
brand. Ever seen them talking about a
product, sharing how awesome it is, or
giving you the inside scoop? That's
influencer marketing in action.
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INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS

Think about it this way: Have a look at how she’s explaining

every single detail and benefit of Plum
Your go-to fashion or beauty and Goodness.
grooming brand could partner up with a
lifestyle influencer like Aashna Shroff.
She showcases the brand's latest
collection in a way that feels like a friend
telling you about a fantastic find. It's not
a sales pitch; it's more like a friend
saying, "Hey, check this out – it's pretty
cool!"

2
 CHAPTER 2

INFLUENCER
MARKETING
TRENDS FOR
D2C BRANDS www.instamojo.com
INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS

Influencer marketing
trends for D2C
brands
How popular is influencer marketing?
Here are some stats that will show you
just how powerful influencers have
become in todays world:
Hootsuite's got some interesting
stats for you - turns out, Indians are
spending around 145 minutes every
day on social media.
A whopping 71% of consumers are
swayed by social media
recommendations.
When it comes to beauty on
YouTube, influencers steal the spotlight
with 86% of the top-viewed videos.
And get this - businesses are making
$6.50 for every $1 they put into
influencer marketing on average.

And get this, more than 500 million

internet users in India are part of the
social media scene, making up 41% of
the population!
Here's the scoop from Influencer.co -
when it comes to influencer
marketing campaigns in India, the
average engagement rate is a solid
5.2%. Compare that to traditional
marketing campaigns, which usually
lag behind at only 1-2%.
70% of teens on YouTube trust
influencers more than traditional
celebs.
86% of women scroll through social
networks before hitting 'buy.'
Usage
Influencer marketing has not just gained
momentum; it has become a need for
brands aiming to break through the
noise.
The unconventional approach of
collaborating with individuals who
resonate with specific audiences has
disrupted traditional advertising
channels.
People now trust Influencer more than
advertisements on television that have
large production value.

Facebook wins for 32% of influencers

partnering with brands, while
Instagram follows at 24%.

4
INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS
Effectiveness
The effectiveness of influencer
marketing exceeds bare metrics. It's a
delicate combination between
storytelling and data analytics.
Brands are finding that it's not just
about the numbers; the real magic
happens when they tell a story that
aligns seamlessly with their audience's
interests and values.
Authenticity, relatability, and the
influencer's ability to seamlessly
integrate a product into their content
contribute to the campaign's success.
The magic happens when an influencer
becomes a genuine advocate, not just a
paid promoter.
You must have seen these differences
when an influencer uses the
#Sponsored or #NotAnAd to let us
know if they are being genuine or are
just being paid to say nice things.
5
 CHAPTER 3

CHOOSING
THE PERFECT
INFLUENCER
www.instamojo.com
Choosing the perfect
influencer
When you are on the hunt for an
influencer partnership, you need to look
at certain factors that will let you know
whether the influencer and their
community is the right fit for your brand
values.
a. Target market
This is pretty obvious, but let us still
explain why. If your products are related
to pets, you cannot ask an influencer
whose niche is fitness.

Factors to consider: See how Puma has chosen Virat Kohli

to promote their brand because of his
Getting the right fit with an influencer is obvious connection to sports.
extremely important to set long-term
relationships. There are a lot of factors
to consider when choosing an influencer
since there is a lot of money and time
involved.
b. Target audience
Knowing the audience characteristics
and demographics of the influencer is
also important.
Identify the target audience for your
product and service.
Now, when you choose an influencer,
check the demographics and personality
traits of their audience to see if it's a
right fit.
If your products are related to
sustainability, they might not do well for
an influencer who is known to portray
their lavish lifestyle.
For example, this ad by Masoom
Minawala is for people who want lavish
party dresses. She might not be the
right fit for your small handmade
business.
Knowing other factors about an
influencer’s community like their
estimated income level and geographical
location is also important for you.
c. Community engagement
An influencer is not just someone who
has a considerable following on social
media. They also need to be active in
their “influence”.
See how active the comment section of
the Instagram page of Heads Up For
Tails is. Its not just pet owners but also
animal lovers!

Check their comment sections to see

how frequently they engage with their
audience and connect to them
emotionally. This would tell you how
involved is this community.

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INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS

What is the scale that is the right fit for you?

Here is a breakdown of the different scale of influencers and the pros
and cons of each!

Audience Reach: 1M +

Who are they: Celebrities,

Athletes, Actors, Social
Media Stars

Pros: They have a massive

audience making them
ideal for creating campaigns
with the goal of brand
awareness.
Cons: Very expensive to work
with and though they have
an extensive reach, the
diversity can make it a
challenge to create campaigns
that target the ideal audience
for a brand.
Campaign Objective:
Brand awareness.
Audience Reach: 50K - 1M
Who are they: Mini celebrities,
recognized within a community.
Pros: They have mastered their
brand and provide high quality
content. They have an extensive
reach with a broad audience.
Cons: They typically less
connected with their followers
and have lower engagement
rates. And can be expensive to
work with.

Campaign Objective:
Brand awareness. User Generated
Content.

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INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS

Audience Reach: 10k-50k

Who are they: Experts in

their respective niche.

Pros: They have higher

engagement rates compared
to macro influencers. And are
open to receiving compensation
in product over monetization
which is more cost effective.
Cons: There are a lot of
influencers that fall into this
category, making harder to find
the right influencer to partner
with. And more labor intensive
to manage.
Campaign Objective: Brand
Awareness. User Generated
Content, Engagement.
Audience Reach: Less than 10K
Who are they: Brand advocates
who already engage with your
brand.
Pros: They have the highest
engagement rates having a high
trust value amongst their followers.
They are the most cost effective
and will take product over
collecting a fee.
Cons: They have a small reach,
requiring more of them for brand
awareness because they aren't
often approached to represent
a brand.

Campaign Objective: User

Generated content. Engagement.
Conversions

Pro tip:
• Look beyond the follower count and analyse the influencer's engagement
rates and audience demographics.

• Choose influencers whose values align with your brand or message.

• Prioritize long-term relationships over one-time transactions for more

authentic collaborations

11
 CHAPTER 4

CONNECTING
TO
INFLUENCERS
www.instamojo.com
INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS
Connecting to
influencers
If you have chosen the perfect influencer
for your brand, it is now time to build a
relationship with them.
a. Social engagement
Building relationships with influencers
begins with genuine social engagement.
Actively follow and interact with
influencers on platforms like Instagram,
Twitter, or Facebook. Engaging
authentically helps you establish a
connection before reaching out formally.
Here is a great example of how people
connect and engage with each other,
you know? It’s Instagram!
b. Direct contact
Direct outreach is a straightforward but
effective approach. Craft personalized
messages that highlight why you
appreciate their work and how
collaboration could be mutually
beneficial. Be clear about your intentions
and the value you bring to the table.
Here are some email templates for you
to try out!
13
INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS

This is a real-life example of an email that was sent to an influencer asking

for a collaboration.

Curious to see how a real-life outreach situation with influencers can drive results?
Discover how The Mavericks, a leading Reputation Management Advisory,
leveraged the power of influencer marketing to amplify their integrated
marketing communications. Learn more about them here.

AVEricks

14
INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS
c. Influencer hubs
Utilise influencer hubs or networks that
connect brands with influencers. These
platforms provide a centralized space
for collaboration opportunities, making it
easier for both parties to discover
potential partnerships.
d. Agencies
Collaborating with influencer marketing
agencies can be a strategic move,
especially for large-scale campaigns.
These agencies have established
relationships with a variety of influencers
and can assist in selecting the right
d. Platforms
Leverage popular social media platforms
to discover influencers relevant to your
niche. Many platforms offer features like
advanced search filters, making it easier
to find influencers based on criteria such
as location, interests, or audience size.
Check out Confluencr—it's like the go-to
hub for influencer marketing, trusted by
many top-notch brands in India.
influencers based on your goals and
target audience.
Thinking about what influencer
marketing agencies are like? Grynow is
the perfect agency to check out and
get a feel for how they work.
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 CHAPTER 5

BUDGETING
GUIDE FOR
INFLUENCER
MARKETING www.instamojo.com
INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS
Budgeting guide for
influencer marketing
Now what kind of money you set aside
for your influencer partnerships
depends on what kind of content
you choose. Here is a lowdown:
a. Organic collaborations
Net cost: ZERO
When diving into Influencer Marketing in
the Indian D2C market, start by
leveraging organic collaborations. Build
relationships with influencers who align
with your brand, as their authentic
promotion can resonate with your
audience without breaking the bank.
This way, the influencer can casually
mention your product or service when
communicating with their audiences.
These can be your friends too btw.
See how Prakriti Singh in this view
reviews her favourite concealers. And
she does this because she genuinely
wants to connect to her audience.
If the influencer likes your product, you
wouldn’t always have to pay them to
promote it.
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INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS

b. Product reviews An Instamojo user Kriti Henna offers

Net cost: Cost of product being made discounts to her customers if they post a
genuine review on their social media.
Consider freebies as a budget-friendly And if this review is done by an
strategy. Offering your product as a gift influencer; even better!
not only motivates the influencers to
promote it but also helps you gauge
their genuine interest.

Once they receive the products, they

can then give their genuine reviews.
These can not only help you get more
buyers, but they can also give you true
feedback on which products work and
which don't.

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INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS

c. Commission-based partnerships -
Net cost: A percentage of profits of
sales made
Opt for commission-based partnerships
to align incentives. This approach ties an
influencer's earnings directly to the sales
they generate. It's a win-win—your
budget stays flexible, and influencers are
motivated to drive actual results.
d. Flat fee structure
Net cost: Varies according to
classification
e. Brand ambassadors
Net cost: Above INR 3 Lakh rupees +
scale of profits
This happens way down the line. But it's
one of the strongest forms of influencer
marketing. Here, you have a lengthy
budget allocated to a specific influencer
for years! This influencer becomes the
spokesperson for your brand. Think of
Hardik Pandya or Sara Ali Khan for
Souled Store.

For a straightforward approach, use a Here is a budget breakdown for different

flat fee structure. Set a predetermined types of influencers and how much they
amount for influencer collaborations, can cost.
simplifying budgeting and ensuring
transparency. This method provides
clarity for both parties involved, making
financial planning more efficient.

Micro
influencers
5,000 and 30,000
followers

INR 10,000-
50,000 Macro Mega
Mid-sized influencers influencers
influencers 200,000 and 500,00
more than 500,000 followers
30,000 and followers
200,000
Nano followers INR 100,000- INR 80,000-
influencers 5,00,000
1,000 and 5,000
followers

INR INR
1000-10,000 50,000-100,000

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 CHAPTER 6

MEASURING
INFLUENCER
MARKETING
SUCCESS www.instamojo.com
INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS

Measuring influencer
marketing success
You cannot blindly put money and then
forget your ongoing influencer Pro tip: Always set a timeline.
campaigns. Every single campaign Evaluate your results and then decide
should have: whether you want to continue with the
same influencer or change tactics.
• Measures goals
• Set deadlines
• Mutually agreed content formats
and concepts

Campaign success cheatsheet

21
INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS
Here’s a breakdown of some of these
important metrics and how to calculate
them:
Return on investment (ROI)
Calculation: (Revenue Generated - Cam-
paign Cost) / Campaign Cost * 100.
Influence engagement rate (IER)
Engagement Rate = ((Likes + Comments
+ Shares) / Followers) * 100
Revenue per Follower:
Calculation: Total revenue generated
from the campaign divided by the influ-
encer's follower count.
Image source: Kofluence
Cost per Click (CPC)
Calculation: Total campaign cost divided
by total clicks on provided links.
Customer Acquisition Cost (CAC):
Calculation: Total campaign cost divided
by the number of new customers
acquired.
Brand awareness and sentiment
Calculations: A general assessment of
NPS, reviews, share of voice and brand
mentions on social media
Example of a dashboard that is
showing the performance of an
influencer campaign
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 CHAPTER 7

INFLUENCER
MARKETING
FOR YOUR
ONLINE STORE
www.instamojo.com
INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS

Influencer Marketing
for your Online Store
a. Set up an online store Take advantage of Instamojo's seamless
payment integration. Enable various
Choose an eCommerce platform that payment options to cater to a wider
has all the features you need to power audience and simplify the checkout
your online business. process.

Begin by creating an account, choosing Once your store is completely ready, it is

a domain name, and customizing your time to connect it with your social
store. Ensure that your product listings media.
are detailed and visually appealing.

24
INFLUENCER MARKETING FOR ECOMMERCE BEGINNERS
Integrate social media
Use Instamojo features that let you
integrate your online store with your
social media platforms.
Not only on the footer, but you can also
embed your YouTube channel or
Instagram profile on your online store!
Make sure your brand’s social media
platforms also lead back to your
website! Include your website link in
important positions like:
c. Promote
1. Instamojo allows you to generate
shareable links for your products.
Use these links to collaborate with
influencers, making it easier for them
to promote specific items.
2. Instamojo allows you to track
conversions by providing influencers
with unique discount codes or links.
Sign up for free
• Bio
• Captions
• About sections
• Google My Business profile
See how the Polka Dot Cakes Academy
has put her Instamojo hosted website
on her bio. It makes it easy for new
customers to find her website and place
orders there!
This not only incentivizes purchases
but also helps measure the
influencer's impact.
3. Use the Instamojo Analytics tool to
monitor the impact of influencer
marketing on your store. Track
website visits, conversion rates, and
sales attributed to influencer
collaborations.
25
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