Need help with fb

Hello there,
I am planning to start promoting my own small local business on fb.
Are there any ways to promote it without buying fb ads, like people do on instagram?
Also I just created my company's page under my personal account. I am not really sure if that's how its done. Should I create not just company's page, but a brand new acc?
And what software would you guys recommend for automation? Are there any online services?

thanks