Buying an ad on Facebook requires you to decide whether to send a potential customer to your page or to your own website.
When a potential customer likes your page, you’ll be able to bombard (er, inform) him regularly in a way that should ultimately turn him into a customer. And, you can do this over and over again, since the person has consented to a Facebook relationship with your company or brand. However, you wind up competing with too much noise while deferring a high-value opportunity.
A person who clicks your ad is in a buying mindset. He’s ready to pull the trigger on something. What you need to do is turn that “something” into as much as possible. If the person was going to buy something from you, you want to include an up-sell. If that person was looking to engage your sales force, you want to push him up into a hot lead. You get the idea – when a person is in a buying mindset, you want to use it for all it’s worth.
When you send a person who is taking action to your Facebook page, you’re basically saying, “Talk to me later.” You should also be thinking to yourself, “I hope like hell he’s still going to be interested.” After all, why would you give up the chance for a sale now just to grow your Facebook footprint so you can (hope to) sell later?
Even if you think the odds of a sales conversion from your Facebook ad are low, you can still let some serious upside by taking the user off-platform and into an environment that you control.