I run a company called GrowthKit. We help accounting, bookkeeping, and fractional CFO firms turn LinkedIn into a valuable marketing channel. 

At the time of this writing:

We have helped create 500+ LinkedIn posts for accountants, bookkeepers, fractional CFOs, and other businesses in the accounting industry.

Our work has led to:

- Clients going from completely inactive on LinkedIn to generating 100s of likes on a post
- Inbound leads (complete strangers – not referrals or previous connections)
- And connections with potential referral partners (who they never would have met otherwise)

In other words: 

We help firm owners transform LinkedIn from a social media platform into a valuable marketing tool.

That way, they can:

- Generate high-quality leads and referral opportunities
- Stay top-of-mind with minimal time and effort
- Become a trusted authority in their niche

Which allows them to:

- Work with better clients (because the leads they get are higher-quality)
- Increase their prices (because leads already trust them)
- Run a more profitable (and fun) business

To see some of the results we’ve generated for clients, copy-and-paste this into your browser:

https://growthkit.agency/

(LinkedIn doesn’t allow links in this section, but that will take you to our site.)

If your firm is at $500k ARR or higher, and you’re curious about working together:

The first step is a free Profile + Post Review.

This is a 30-minute intro call, where I'll:

✅ Review your profile + suggest tweaks to position you as an authority figure in your niche
✅ Analyze your 3 most recent posts + provide suggestions to optimize engagement

Just DM me "review" to get started.

Robert Lucas

If you're an accounting firm owner or fractional CFO who wants to be more active on LinkedIn, here are 5 reasons to get off your butt and just start posting:

1/ When someone Googles you, your LinkedIn profile is one of the first things that shows up. When someone is deciding to work with you, they'll probably look at it.

2/ Posts where you share client wins immediately become marketing assets you can use during your sales process every time you're working to close a new client.

3/ If you DM someone you don't know on LinkedIn, there's a good chance they'll go to your profile. They'll look at your posts to determine whether you're legit or not.

4/ You can repurpose your posts into short-form video scripts, re-share them on other platforms, or use them to piece together your thoughts for a talk or presentation.

5/ The algorithm keeps posts "alive" for a few weeks after you initially post. So your post is out there "working" to grow your audience and build trust among your ideal clients for weeks after you share it.

Oh, and most importantly:

Your LinkedIn posts are marketing assets that attract your ideal clients (and/or referral partners), establish trust, and make it more likely they'll work with you.

But they're not going to write themselves.

So get out there and make it happen.

I help accounting firm owners grow on LinkedIn.

From 2017 - 2023, I was a freelance copywriter. And for years, I had this insecurity:

"Is everyone else working harder than me?"

For a few years, it felt like I was repeating the same year in a row. I told myself I wanted the business to grow, but I was really just relying on hope in order to make that happen.

As you might be able to guess:

My business didn't really grow all that much. Or at least, not to the degree that I wanted it to. At the time, I thought it was because I wasn't working hard enough.

Looking back, I can see it was because I was ignoring one of the most important concepts in business:

Leverage.

I spent my time working on the wrong things. I worked on things that either:

1) Didn't provide much of a return at all, or...
2) Usually only provided a return once.

With GrowthKit, I find myself consistently asking one question:

Does this give me leverage?

In other words:

Is this a task I benefit from once?
Or a task I benefit from over and over again?

You might be much smarter than I am and have already figured this out.

But if you've been feeling stuck...

Those 2 questions might be worth considering.

I've added 2,073 followers in the last 8 months.
I did 4 main things to make that happen.
3 of them are boring. But 1 is pretty sexy.

Also worth noting:

A big chunk of these new followers are in my target audience. So we're not just talking "vanity metrics" here.

Anyway, on to the tips:

1. Posted consistently.
Usually anywhere from 2-5x per week. But I did miss a few weeks here and there.

2. Commented (somewhat) consistently.
I've been slacking here lately. But early on, I was much better at leaving multiple comments per day on posts from people in my target audience.

3. Sent connection requests.
By far the easiest way to increase your follower count. (This should compound too as you become connected with more people in your niche and post more consistently -- assuming you're posting good stuff.)

4. Created & promoted a valuable free resource.
This is the sexy one. I created a guide called "The LinkedIn Growth Roadmap For Accounting Firms" and promoted it. This was one of those "comment X to get Y" posts. I got a lot of new connections (and therefore) followers from it.

There are other metrics you want to pay attention to in addition to follower count...

But it's simple one that's easy to track, and can be a good indicator of whether you're heading in the right direction (assuming the followers you gain are in your target audience).

Data-driven leader who battles operational chaos and turns it into gold mines for teams. I spot inefficiencies, streamline processes, and save time so professionals can thrive.

At Portali, I'm helping accountants conquer back-office mess with AI tools that automate the grind and unlock productivity.

Connect if chaos is your enemy—let's optimize. See how at https://portali.tech

Jonathan Shkolnik

A ranch owner and a digital nomad walk into a Google Meet.

One’s in the U.S., one’s in Paraguay, both speak Russian.

LinkedIn did that. Not your “7 tips for Q4 tax savings” carousel.

Forget about Deals, ROI, S-Corps, and 1099's.
Did you ask yourself recently why you are on this platform?

I didn't know what to expect when I jumped on a call with Christian Tebbs. He probably thought I'd pitch him something. 

Me? I'm chilling.
I just wanted to talk to someone interesting and hear what they do.

Christian is not only a ranch owner.
He is leading Nimbl's financial operations. 
It is no coincidence that they are thriving. He teaches leadership.
Control - not chaos. Correct tech implementation. 

We laughed, shared amazing experiences from our past and present.
The energy was so high that it caused a 4-hour power outage across all of Asuncion, leaving me looking for a shadow outside.

Generating deals here is nice.
Meeting interesting and real people is even better.

Have you already had a virtual coffee with someone in your network?

🛑Stop working for your accounting software | COO @ Portali | Your Cleanup Just Got 4x Faster.

*I owe CPAs an apology.

My last version of this post used a harsh hook that came across badly. That wasn’t my intent, and I’m sorry for how it landed. I have a lot of respect for the profession and the people in it. We are building tools that should help and not hurt CPAs.*

My feed is full of AI carousels.

Not mediocre individuals.

Just mediocre LinkedIn content.

The same generic, AI‑generated posts everyone else does.

1 like. Every time.

I started posting here 3.5 months ago.
I decided to write like I talk and share real stories from working with accountants.
Now I’m hitting 50+ meaningful engagements on almost everything.

Meanwhile, a lot of technically brilliant people are still stuck at 1.

They know everything about tax law.
They can close books in their sleep.
But when they show up here, they sound like everyone else.

Ryan Owens and I want to change that.

We’re putting together something that actually helps accountants (and other professionals) show up on here without sounding like robots.

Because being great at your job means nothing if nobody knows you exist.

The LinkedIn Live session is in 2 weeks. Link is in the comments.

A few days ago I made a big mistake. 

In an attempt to be more visible on LinkedIn, I crossed the line and offended the same people I work with and serve.

Instead of delivering my message well, I delivered it rudely, with a hook that was too much. The last thing I ever want is to sound disrespectful toward a profession I genuinely respect.

I came from nothing. I was cleaning tables at 14. My whole career has been built on respect and genuine curiosity for what the other side does. That’s why this situation, where I ended up disrespecting a group - even without intending to - made me very uncomfortable.

One person in particular was offended. I reached out and apologized privately. It’s their call whether they accept it.

I also understand now that in the quick-scrolling era we live in, the hook is often all people see, and mine landed as offensive before anyone got to the context.

Hooks can create polarity, traffic and discussion. But there’s a point where a hook stops being provocative and just feels hurtful, and that’s a line I don’t want to cross again.

I’ll learn from this.
In this weird online world, I’m glad I got this lesson now.

Moving forward, I’ll still be proactive and bold - just with more attention to how it lands on the people I respect.

I bullied my Calendly link into doing actual work last week.

Now my Calendly is a Sigma.

No more “book a call and we’ll see what happens.”
Now when someone books, they get a 5‑minute Portali video showing the strongest features.

In 7 days:
12 unique viewers.
Over 50% watched the whole thing.

So people show up to the call like:
“Yeah I watched the video… how do we plug this into our work?”
Not:
“So, uh, what do you guys do?”

Way less small talk.
Way more “can this handle XYZ?”
And the tourists quietly disappear because they realize this is an actual solution, not a demo to waste their afternoon.

Everyone talks about reducing friction,
Then sends a plain Calendly link and sets the vibe. 
I went ahead and shared the pitch before the meeting.

You pay for your tools. 
Make them work for you.

p.s we help accounting firms finish cleanups in 2 hours instead of 9.
If you want to learn how -> follow me for more content.

If my LinkedIn hook made you disconnect, good.

I wrote one hook that was misinterpreted. 

The funny part? The original post was essentially a love letter to the good CPAs. 
I talked about the ones who obsess over clients, communication, and clean books.
The line was just the hook that made people stop and read.

The good CPAs messaged me to say it was accurate.
One CPA jumped into the comments with:
“Why are non‑CPAs always picking on CPAs?”
Then called it “annoying social media” and quietly removed me as a connection.

That’s the fastest way to spot fragile professionals:
They hide behind their credentials.

Your letters don’t make you immune to criticism.
They definitely don’t make your content good.

The CPAs I respect are too busy improving to feel attacked by the word “mediocre.”
They study marketing, storytelling, and communication on top of tax and GAAP.
They want their industry to be better.

Hooks are supposed to polarize.
They pull in the people who get it
and push out the ones who don’t.

My content is for the CPAs who nod and keep building.
Not the ones who disconnect over a sentence.

Most people wake up in their beds on Saturday and prepare pancakes. 

Me? I don't even know where I'll be living in 3 months. 

Saturday started with a mission:
Preparations for my adventure.
1 month from now, I'll be closing one of the most exciting chapters in my life.

Asuncion, Paraguay -> Lima, Peru. 
The levels of excitement are high, and so is the stress.

From sort-of-home to stranger again.

Peru is only the beginning.
It is where the penny will drop.
There's no going back.

In 2 months, a roadshow across 6 states in the US.
Meetings with post-tax-season CPA's and Bookkeepers.
Those who want to do cleanups differently.

Plans after the roadshow? 
None. 
Am I going back to Peru? Am I going back to Paraguay? 
Only God knows.

Some say it is scary to be free.
And they are 100% right.

I am scared.

I am also grateful.
Grateful for a life many could only dream of.
Grateful for freedom,
And for experiences I will cherish for life.

p.s. we help accounting firms and smb's finish monthly per-client cleanups in 2 hours instead of 9 without changing your QBO workflow.

If you are a CPA or a bookkeeper based in Florida, Utah, Nevada, California, Texas, or New York, and you want to start doing cleanups differently, or you know such people, tag them here. 

Let's connect!

Everywhere you look it’s ‘AI will fix everything.’ Cool story. 

The CPA's I talk to just want to know if they can actually trust what’s behind the buzz. So me and Ryan Owens decided we'll talk about it.

I’m putting something together around this for tomorrow that a lot of CPAs in my feed won't like.

Zachary Galvin, Brian Woogerd and 58 other attendees

Building buyers trust when AI hype feels risky: Real stories from our sales

AI is exciting.
AI is also terrifying.

Both things are true.

March 4th - live on LinkedIn.
We're talking about building trust when buyers are skeptical, scared, and smart.

Real stories. Real objections. Real solutions.

Drop a 🙋 if you're coming.

A businessman designed your day‑to‑day tool. Not an accountant.

That is a bigger threat to your sanity than AI ever will be.

In recent studies, 99% of CPAs reported some level of burnout.
I talked about this last month during a Bookkeepers.com LLC session.

Tax season. Burnout. The grind that everyone says is just part of the job.
It's not. 
It's because the main tool you're using was built for SMBs first.

Here's what I actually believe:

Burnout should be reduced. Significantly.
Tools should help, not slow you down.

That's the whole reason Portali exists. 9 hrs cleanup -> 2hr.
It was created by a solopreneur CPA. Over 30 years of experience.

The video above is one minute from that session.

Watch it.

Then ask yourself the last time work felt easy.

taplio

The Battle

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Jonathan Shkolnik

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taplio

The Battle

Robert Lucas

Jonathan Shkolnik

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Engagements

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Robert Lucas's LinkedIn Performance

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