Hmm a couple of thoughts here:
The platform choice isn't really about Cambridge itself; it's about who your ideal customer is within Cambridge. You need to work backwards from them. Who exactly are you trying to sell to? What's their job title? What industry do they work in? The answer to that question will give you the platform.
If you need to reach specific decision-makers in certain industries, say 'Heads of Research at biotech firms' or 'Founders of tech startups with 10-50 employees', then LinkedIn is your only real option. Its B2B targeting is built for this. For one B2B software client, we used LinkedIn to target specific decision-makers and were able to generate leads for around $22 each. You can layer on job titles, company size, and industry, and then set the location to Cambridge. This is usually the best approach for any high-ticket B2B service or product.
If your target audience is a bit broader, like 'small business owners' or 'people who run a business Facebook page', then Meta (Facebook/Instagram) can work and will probably be cheaper. The targeting is much less specific, though, so you'll get a wider mix of people. It's a bit of a blunt instrument for B2B but can definitely work for some offers. I remember one campaign we ran for a B2B software company on Meta that generated over 4,600 registrations at just $2.38 per registration.
The mistake is thinking about the city first. You need to think about the person first. Figure out your ideal customer profile, their job, their pains, and then pick the platform that lets you target them most accurately. Then you just add Cambridge as a location filter.
Hope this helps!
It's less about the city and more about the job title. If you need to reach specific decision-makers, like 'CTOs at software companies', you absolutely need LinkedIn's targeting; we've generated leads from decision-makers for as low as $22 on the platform. If you're targeting a broader group like 'small business owners', Facebook might be cheaper. Define your customer's role first, that'll give you your answer.
Hope that helps!
Okay a few suggestions here:
The question isn't really "LinkedIn vs Facebook for Cambridge". The real question is who is your ideal customer? Your choice of platform depends entirely on how you need to target them.
I'd say if you're selling to other businesses and need to reach specific people based on their job title, company size, or industry (e.g., 'directors at law firms'), then you have to go with LinkedIn. Its targeting options are built for exactly that, and you just layer the Cambridge location on top. No other platform comes close for that kind of precision. We once ran a campaign for a software client targeting B2B decision-makers and achieved a $22 cost per lead.
If your audience is more general B2B, like 'local shop owners' or 'business page admins', Facebook could be a good shout. It's usually a lower cost per lead, but the targeting is much less granular. You can't drill down to specific roles in the same way. Start with the person you want to reach, not the place.
Hope this helps
