Ask people in your fan base to comment on company decisions. People love feeling like they are up-to-date and important. For example, if you blog, consider asking them what posts they'd like to read.
There are plenty of each out there. People usually are on the lookout for good practices, but they rarely look into the worst ones. Facebook. You also need to learn what you should not be doing in order to avoid it.
Facebook Offers is a way to promote yourself. You only need to post the offer up and then change it to Promoted Post via your wall. You can promote it outside your fan base if its a great offer.
Utilize facebook as a way to grow a friends and sales. You can use this platform to offer of coupons to new friends or promotions to those who have been with you for a long time. If you are only providing incentives to new clients, you will likely lose friends as they lose interest.
Don't assume Facebook marketing will not be successful; think about what it can do for you instead. Since so many people have Facebook, you will have such a large audience exposed to your business. Keep the above advice in mind to get the outcome you want.
Look for ways to establish yourself as a leader. Facebook can help you prove yourself to be a leader within your niche. Try to find ways to answer some questions and posting relevant comments in your field. This will expose your brand to lots of new people.