Promoted posts allow you to pay to have your content displayed to users who do not follow your business. While this is currently in the testing phase, it is a great promotion platform for a small online business who are looking to increase the number of fans they have. However, this option is only available to small businesses who have between 400 and 1000 fans. If this feature does get implemented into Facebook, they will then appear in the newsfeed Facebook users. To ensure that these adverts do not appear in the newsfeeds of people who have no interest in your business, you can choose specific parameters for your adverts such as geographical location, age and gender.
You can also pay Facebook to sponsor search results. This means that when a user searches for something related to your business, your business will appear at the top of the search results as a "Top Hit." This allows a large number of people who are interested in things to do with your business to become aware of your company and possibly visit your business fan page. However, if a user does not wish to see your sponsored link in the future, they can simply click on the 'X' next to the sponsored link and tell Facebook why they no longer want to see it.
Trending articles is another way that you can increase your business's exposure. When numerous friends on Facebook read the same article, that article will appear at the top of a newsfeed as a trending article. If you produce a blog for your business or write articles related to your field of expertise, that article could appear as a trending article, meaning that everyone else on a person's friends list will become aware of your article and may then read it. If they find your article interesting they could then visit the Facebook page or travel to your online store.