Social media users have a variety of online options available to them – so you want to target what works for your business. Many will tell you that your website is your primary form of communicating with your customers. Why? Because it's the easiest way for customers to connect to your product or services. You can provide the most information here – it's open to all.
Compared to opening a webpage, not everyone engages in various forms of social media. But for those who do (and there are quite a few) - having your business on social media presents another avenue for driving customers to your business website. If you have a Facebook or Linked In business page, you can have a one-on-one conversation with people who like your business, and drive them to your website for more information or potential sales.
Email is another strong way to drive customers to your business website. Again, it's more open to all, but you need to build a list of subscribers and provide content that is useful for them. What's the best way to do this? Create a subscription form on your website.
Think of it this way - your business website is the top of your social engagement pyramid; with social media holding up the middle; and emails, newsletters, or bulletins as the bottom of the support structure. This will help you maximize your online presence, and drive potential customers to your business website.