Do not sign up for a Facebook account and expect the name of your brand to speak for itself. Even if the brand you are marketing is fairly well established, you still need to do work to make it even more popular. Failing to do this may result in you losing some of your fans.
Integrate your Facebook page with your other campaigns. Place links to your Facebook page on your blog, website and in the signature of your professional emails. You should draw attention to your Facebook page by presenting it as a way to get access to exclusive content and more promotional offers.
Decide why you want to have a Facebook page. As with other kinds of marketing to maximize the returns for the business, you must understand why you're marketing in the fist place. You also need to define your marketing goals and create a corresponding marketing strategy. You must create your Facebook page with your marketing strategy in mind.
If you are a company that only deals with your customers every now and again you shouldn't need a Facebook page. These clients only show up every now and then, so they are not interested in following daily posts. Facebook ads that target customers with a specific interest may be a better bet.
Now that you understand the how, what, why, when and where, or at least how to figure them out for yourself, you just need to supply the imagination to create an outstanding Facebook marketing campaign. Take the time necessary to do the job right the first time. When you do, your campaign should really take off.