Facebook has created a quick and effective way to promote the Call to Action button you've created for your Facebook Shop. You mayleverage the promotion of this button in highly targeted ways.
Facebook allows you to target by location, interest, age and gender. Set up a Facebook store promotion in your hometown that is narrowly focused on the interests age and gender of your typical buyers. Or, set up a target that would bring new clients to your fan page. Testing what messages, images and offers work is easy to do.
How to set up the promotion:
I. Click the blue "Promote" button at the top right of your Fan Page.
II. Design your promotion.
III. Launch the promotion and review the traffic and sales. Use information from your Facebook fan page to see the activity and review your ShopTab Performance Dashboard for specific details on page views and buy click activity.
Here is more information on this promotion capability from Facebook's community page.