There are free and paid options for promoting your Facebook Page. But if you are just getting started you should exhaust all your free options before spending money on Facebook Ads or Facebook Promoted Posts.
The logical way to promote your Facebook Page is to click the " Suggest to Friends" link and manually select friends. But there are a few things to keep in mind. You can't select all friends; it can only be done one by one. Also, when you suggest a Page to these friends, Facebook doesn't allow you to attach a personal message to it. So, your friends will only see a notification on their dashboard saying, "[Your Name] suggests you become a Fan of [Your Page]". Of course, they might not know that this is your page unless you tell them ahead of time, and many of them might click the little "x" and dismiss it. Therefore, tell your friends ahead of time that you're inviting them.
But the logical way to promote your Facebook page is not always the best way. First, be sure to the like the page yourself. So simple yet many people forget to do that. Next, send a message to your colleagues and friends and invite them to like the page, as well. You can easily do this in a Facebook Message. Or if this Facebook Page is for your business, send an email blast to employees encouraging them to Like the page. Also do a search on Facebook for what you do and look for people in your area or networks who list it as an interest. You can reach out to them to Like the page. The easiest way to promote your Facebook page is to include it in your e-mail signature. You will be surprised how many people click to your Facebook page from a link in your email signature.
Making your page interactive and graphically appealing are two of the most important ways to get new likes. Making it interactive can easily be done with Facebook’s Application Directory that has a wide-range of applications that can be added to your page with a couple clicks. If you have the resources (web developer/designer), or have some experience there yourself, it’s not too hard to develop a Facebook application. The advantage of this is that you can put your brand on the application and personalize it the way you want. Putting interactive applications on your page gives users a reason to not just become fans, but to continually visit and interact on your page.
Along with making your page interactive, it’s important to give it some personality by making it look attractive. Facebook allows you to upload a logo or photo for your page, but that just isn’t enough. Give your page some flare. Put an eye catching cover photo and make sure the caption for it links to your Website. Doing something like this offers fans and potential fans a reason to not only visit your page often, but to also visit your company’s website or blog.
One of the coolest ways to promote your Facebook Page is with a Facebook Like Box on your company website. It's a widget that you can access through the administrator menu of your page (click the "edit page" link on the dashboard), and the option for it is under the "Promote your page" title. Facebook Like Boxes display 10 random fans from your page (all of them are represented by their icon and first name, and are clickable, bringing you to their profile page). It lists the number of users who like your page, and also includes a backlink going to the page itself. You can toggle the "Facebook" stripe on top of the box, the random icons, and a "news feed" of recent posts. Overall, these Like Boxes are widely recognizable as many major companies are putting them on their pages to boost their social networking campaigns. You can further tweak how the Like Box works, too - for more information, visit http://developers.facebook.com/docs/reference/plugins/like-box/.