How to Identify the Right Market for an ICT Business

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4 Great Ways to Identify the Right Market for an ICT Business
I discuss 4 Great Ways to Identify the Right Market for an ICT Business. Given the current state of the economy, having a well-defined target market is more important than ever. No one can afford to target everyone. Small businesses can effectively compete with large companies by targeting a niche market. Targeting a specific market does not mean that you are excluding people who do not fit your criteria. Rather, target marketing allows you to focus your marketing and brand message on a specific market that is more likely to buy from you than other markets.

Whose Today’s Guest?

 Mwila Kasonde Anamela is a dynamic performance driven professional with growing experience in Sales, marketing and customer relationship management. I am committed to quality and service excellence with aptitude for delivering effective solutions that drive company growth and technology innovation.

Attracting Small Business to Buy into Your Service

In terms of the Information and Communication Technology sector, SMEs are actually the right target market for such services, one needs to find their niche for the email and web hosting services. The challenge that arises though is that most SMEs and startups don’t understand the benefits of having their emails and webs hosted as a small business.

This challenge is as a result of the attitude of most startup businesses, most are only looking at finding a customer and doing business with the customer and that where it ends but there is need to explain the benefit of your services and highlight the fact that they won’t just be reaching local customers but international ones too. You will need to market your service and convince them.

Benefits of ICT Services to a Business

Dealing with an ICT company will help small businesses look professional by providing them with personalized email addresses, Website designing and management and many more, these benefits are determined by what the ICT company is offering and these vary from company to company.

Value of an ICT Company in Managing and Running a Website

ICT companies can design your website and ensure that it is up and running, depending on the level that your business is on say you’re a startup business, they can create a static website or one that will allow you to change the items on sell. They will ensure that you have traffic coming in and viewing your website.

Target Market Not Responding and Shifting to New Target Market

This is a tricky one but I wouldn’t advise that it is a right or wrong move to shift your target market when one is not responding to your service in a positive way.

If you have been dealing with SMEs and you intend to focus on big corporates and companies as your target market you will need to provide good security and a very persuasive reason why they should leave the company that’s hosting their website and emails. You will need to position yourself in line with your new target market and be ready to offer what they need.

This means that you will need to look at your competitors, the ICT market is very competitive. Before you settle on completely shifting researching on your competitors is cardinal. This way you will be able to determine what they are offering the big corporates, whether it is price competitive and the other services or pecs being offered.

Although most would want to completely shift, the best option would be to reach out to the corporates while still holding on to the small businesses as well. There is still a lot that you can learn and benefit of having the small businesses as the target market.

Dealing with SMEs will give the ICT business owner a wider know-how even as one seeks to expand to the corporates, they will be able to offer something better.

Nurturing your Target Market

Let’s say a particular prospect has an existing website, visit it and look out for what’s missing and what can be improve on. Once you have this mapped out you can approach that client and offer to help them correct the errors and help boost sales.

Another way of showing the client that you have their best interest in mind with your services. Use your website to show how the clients business can benefit by having their one and the amount of traction that it will create.

Key Insights:


  • Sustain your clients once they are on board with good customer service and after sales service.
  • Re-look at your marketing strategies, re-strategize and improve on what your company is offering I order to help your clients understand the benefit of your services to your business.
  • Just because SMEs and startup businesses have not appreciated your product or service does not mean you have to give up on them.
“Just because the customers you have approached seem not to appreciate your line of business doesn’t mean you give up or jump ship. Go back to the drawing board and understand their needs.”

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Insight Partners Africa— aims to bring you actionable insights from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

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