Using Boosted Content Profitably (FB Ads)
The Laurel Corner I thelaurelcorner.com
The following is an excerpt from The ROAS Accelerator Playbook.
Announced at Gray Wolf Summit, Laurel Portié1 put together this Playbook which will help you zero in, based on where you are now, what your next best step is to executing on paid ads in your business, and, knowing that next step, to identify what's in the way of doing the step so you can progress no matter what with action.
It’s the most concise execution guide to Laurel’s ad strategy that we’ve seen yet.
The excerpt today is on a subject most people disregard … Boosted Posts.
If you think they aren’t work your time … think again. And if you’ve been wondering how to profitably boost your posts, well, you’re in luck.
If you want the full playbook, it’s available to MBD+ Subscribers:
CAMPAIGN #3: Boosted Content (Posts)
Boosted content plays a critical role in the ROAS Accelerator Ecosystem, balancing conversion-focused ads with engaging, relationship-building content.
While your ROAS Accelerator drives sales, boosted posts help you nurture your audience by keeping them entertained, engaged, and connected with your brand.
Why Boosting Posts Works (When Done Right)
Many experts dismiss boosting posts, calling it a waste of money.
The truth is, randomly boosting posts without a strategy is a waste—but when used intentionally, boosted posts become one of the cheapest, easiest ways to maintain omnipresence and nurture relationships with your audience.
Boosted posts fill the gaps between your conversion ads by adding lighter, human content to your marketing mix. This helps build trust and keeps your audience engaged, so when they’re ready to buy, they think of you first.
How Boosted Posts Fit Into the Ecosystem
Phase 1, 2 & 3:
Boosted posts target all warm traffic—anyone who has engaged with your content or visited your funnel. These posts help establish omnipresence and create touchpoints that build familiarity and trust.
(If you’re looking to learn more about Phase 1, 2 and 3, check {post}
How to Use Boosted Posts Effectively
Create Weekly Engagement Posts:
These posts don’t sell—they’re about nurturing relationships.
Share behind-the-scenes moments, personal stories, or quick client wins.
Example: “Here’s a sneak peek into how I create my Hot 7 content…”
Pro tip: Keep it light and relatable—these posts show the human side of your brand.
Boost for Reach and Engagement:
Hit the Boost button to reach people who already know your brand.
Engagement from boosted posts (likes, comments, and shares) signals the platform to push your content to similar audiences, expanding your organic reach.
Mix Different Types of Content to Build Trust:
Use the Trust Profile Content Strategy to repurpose posts and hit multiple angles:
Actionable Content: "Here’s I implement the Hot 7 in 3 steps."
Aspirational Content: "Imagine closing $50K in sales with just one sequence—like Sarah did."
Analytical Content: "It takes 6-7 touchpoints to convert a lead. Our strategy ensures the right message hits at the right time."
Anthropological Content: "People need confidence to buy. This sequence builds trust and removes objections."
Use a Small, Consistent Budget:
Start with $2–$5 per day to keep your content in front of your audience without breaking the bank.
Boosted posts are not about driving direct ROI—they are about building trust and staying top-of-mind.
Why Boosted Content is Powerful
Nurture Without Selling
These posts are not designed to close deals but to keep your audience warm and engaged. While your ROAS Accelerator handles conversions, boosted posts entertain and nurture your audience, ensuring they stay connected with you.
Stay Visible and Top-of-Mind
Consistency wins. The goal is to become the most familiar, visible brand in your space. When people see your content regularly, they’ll think of you when they’re ready to buy.
Low-Cost Omnipresence
Boosting posts is one of the most cost-effective ways to stay visible. The longer someone interacts with your content, the more they’ll trust you—and trust leads to sales.
How Boosted Posts and the ROAS Accelerator Work Together
Boosted posts keep your audience engaged, entertained, and warm, ensuring they don’t forget about you.
The ROAS Accelerator handles conversions by targeting warm traffic ready to take action.
This combination allows you to play both the long and short game:
Conversion content for when they’re ready to buy.
Engaging content to keep them interested until they’re ready.
Action Plan for Boosted Content (Posts)
Identify Engagement-Worthy Content:
Select posts that have already performed well organically or align with your audience’s interests. Watch my workshop on my content strategy here.
Target Warm Audiences:
Build custom audiences from website visitors, video viewers, and social media followers. Watch over-the-shoulder on how to do that here.
Boost with a Small Daily Budget:
Start with $2–$5 per day per post to maintain visibility. Watch how to do that here.
Mix Content Types Weekly:
Rotate between actionable, aspirational, analytical, and anthropological content to engage all segments of your audience. Watch the workshop here.
Monitor Engagement Metrics:
Focus on likes, comments, shares, and organic reach to gauge performance.
The Real ROI of Boosting Posts: Relationship ROI
Boosted posts aren’t about direct sales—they’re about relationship ROI. The longer someone engages with your content, the more likely they are to trust you and become a client. Trust takes time, and boosted posts give you the opportunity to nurture that trust over the long term.
By balancing boosted content with conversion-driven ads, you create a seamless journey that keeps your audience engaged and ready to take action when the time is right.
Final Thoughts: Consistency is the Key to Winning
The most visible brand wins. Your ROAS Accelerator primes your audience for conversion, but boosted content ensures they stay engaged along the way. Together, they form the perfect combination—conversion content when they’re ready to buy and engaging content to keep them warm until they get there.
Want The Full Playbook?
Above was just one excerpt from The ROAS Accelerator Playbook.
The full book as available to MBD+ subscribers. You can find your copy (and read a bit more context about The Playbook) at the article below:
Be Useful. Be Present. Love the Journey.
Joseph Robertson, CMO Man Bites Dog
Ready to Step Into The Arena?
Ready to engage the field? Man Bites Dog paid subscribers have comment access unlocked below. (They’re also sent a killer welcome package in the mail with all kinds of opportunities that are not available in digital format)
Here are some other options:
Get on the waitlist to join the Arena: engagethefield.com
Check out the Engaging The Field Handbook
Grab your your own copy of the R3 system (it’s a book and it’s not cheap)
Boosted posts have been game changers in my audience growth and client acquisition strategies.