Facebook Marketing....to the website? Or, the inbox?

[Chris Nowlin]

I recently put my direct mail marketing campaign in motion. The systems have been put into place to keep the campaign going consistently. Now I want to put some focus onto Facebook ads and building an online presence. I have a Lead Propeller site that I am ready build around. 

My question is, when running a Facebook promotion, what are some of the audience criteria people are having success with? Age? Marital Status? Are there any interest that are linked to motivation?

I have not played with it too much, but already see that it can be much trickier than selecting a direct mail list from List Source. 

Also, there is the option to run a promotion geared towards having people click to your website, or focus on receiving inbox messages. Have either of these work better or worse for anyone?

Eventually I would like to use Lead Propellers expertise to run some of these campaigns for me, but for now I am limited on my budget and would like to learn as much as I can.

@Brandon Turner I know you have a site that has had some success. Do you believe any online marketing is more or less responsible for you leads than others?