Facebook is both a social and an advertising platform and while the two intersect, one does not drive the other. People come to interact with people & things they like while companies who advertise often want them to go elsewhere... it's an inverse equation and you need to understand that dynamic as it will impact your goal of external traffic.
That said, Facebook reaches a lot of people so using it as an ad platform isn't entirely bad thing and in fact it can be quite profitable marketing.
There is no requirement that something be on Facebook or that you even have a Facebook page to advertise. You can buy media on a CPC basis and point it to a url.
In terms of sponsoring content there are two three here. First we have promoted posts which just insure more visibility to your current fans. At 200 ans if your content is at all relevant you're already getting most of their attention so no need to worry about promoted posts, yet. Then there's sponsored stories which can reach connections, connections of connections or interest groups much like a sidebar except that it's in the stream and thus a premium rate. You can also grab a standard sidebar ad.
The win of Facebook is two fold: targeting and engaging. Targeting would allow you to reach people who mentioned NZ but didn't live there; hone in on their age, vocation, whatever... It's great reach but it gets fun when you use it to take people back to something on Facebook that they can do. Most people will never buy, clicking away is a distraction but if you can build up a reason to follow, that's big.
To be frank, if this was my business I'd spend more time on the site before advertising it, especially to an awareness driven audience. Perhaps a better route it to promote your Facebook page which I'd hope has more engaging content?