There a variety of strategies for marketing on Facebook. Here are a couple of popular ones:
- Direct Response – Use ads that send users to your own website as a lander.
- Social Banding – Develop a fan page, send traffic there and learn what type of posts your audience responds to the most, then use those marketing insights for your direct response campaigns.
Regardless of your overall strategy, CTRs are heavily influenced by images on FB. Start by testing various types of images.
Once you learn which images your targeted audience responds well to, test various value propositions to see which your target audience engages with the most. By measuring the engagement levels generated by various value propositions you will learn which value propositions your particular audience values the most. Make sure your landing pages prominently reinforce those important value propositions and you are likely to improve conversion rates substantially.
Obviously this is just the tip of the iceberg, so to speak, oversimplified, but enough to get you started in the right direction.