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 accountant or bookkeeper, here's the cheat code to write the most popular post you'll ever share on LinkedIn:

Talk about how important bookkeeping is...
How every business owner needs it...
How it's not just data entry...
How underrated it is...
And so on.

I've seen posts like this get VERY good engagement.

Problem is:

The people engaging with them are other bookkeepers. So you're just preaching to the choir.

There's a difference between posting for engagement and posting for leads.

I help accounting firm owners grow on LinkedIn.

Over the past 7 months, I've helped create 500+ LinkedIn posts for accountants, bookkeepers, fractional CFOs, and other businesses in the accounting industry.

I've learned a lot about:

- What works on LinkedIn
- What doesn't (and never will)
- Where most accounting firm owners go wrong

Over the past few weeks, I've been working on a comprehensive free playbook titled:

"The LinkedIn Growth Roadmap for Accounting Firms"

Here's what's in it:

• The 4 criteria to determine if LinkedIn could work for your firm
• 4 things you can do to optimize your profile for your ideal clients
• 5 types of posts you can share to get better engagement
• Why your posts don't get good engagement + how to fix it
• How to use DMs without being spammy
• And more

If you're an accounting, bookkeeping, or fractional CFO firm owner who wants to use LinkedIn to generate leads...

This playbook will remove the guesswork for you.

If you want it:

1. Comment "Roadmap"
2. Make sure we're connected, so I can send you free access

P.S. Screenshot is not real, in case that wasn't already clear. Lol.

If you're an accountant, bookkeeper, or fractional CFO who wants to be more active on LinkedIn in 2026, here's the best advice I can give you (it's literally 18 words):

Pretend you're at an in-person networking event. How would you act there? Great. Now do that online.

Yes, it can be more complex than this. 

Yes, there are nuances to account for. 

But ultimately, as much as I hate the term "networking..."

This is a networking platform.

(Why did we give such a terrible name to such a great concept?)

The goal is to meet people, build relationships with them, and maybe eventually work together.

So:

- Share a bit about yourself
- Share client wins & business updates
- Support other people's content
- Connect with new people

And most importantly:

Be a helpful, normal person.

If you do that, and do it consistently, you'll be in good shape.

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I help accounting firm owners grow using LinkedIn.

One of my clients had their first call with a lead from LinkedIn last week. Here's what they did to make that happen:

- Post 2x per week (occasionally 3x, but that's rare)
- For just over 3 months (so that's just over 24 posts)
- Comment on 3ish posts per day 3-5 days per week
- Grew by ~400 followers through connections & posts
- DM occasionally when it makes sense

I share this for a few reasons:

1. Because it's a client win, and you should share clients wins here

2. Because this, to me, is a realistic example of what can happen when you're consistent and have a defined niche

3. Because this client's level of activity is quite reasonable (8 posts per month, 9-15 comments per week, DMs occasionally), so the takeaway is:

If you want results faster, you could compress the timeframe by just doing more:

- 5 posts per week = 20 posts in 1 month
- 10 comments per day = 200 comments per month
- 5 DMs per day = 100 DMs per month

Less volume = slower results
More volume = faster results

(Assuming you're doing the right things, the right way.)

One of my clients (accounting firm owner):
Their post got 9 likes.
But one of those people sent a DM:

“Nice post today. Can you send me a link to your website so I can share it with our leadership team?”

It's easy to get hung up on post metrics.

I know, because I do it.

And there is some validity to it. Post performance is important.

But don't forget that the purpose of all this is to generate leads for your business.

And you don't need to have "influencer-level" stats to make that happen.

Sharing some client wins from LinkedIn over the past couple weeks:

(These are all different accounting/bookkeeping firm owners)

- Client A had 2 leads come in from LinkedIn (booked calls)
- Client B met with a lead from LinkedIn (looks like they'll close)
- Client C had a call with a potential referral partner & scheduled 1 with another
- Client D's post hit 90,000 impressions + generated ~50 new followers

Fun stuff!

(If you'd like to get results like this from LinkedIn, just shoot me a DM. I make no promises, but I'd be happy to chat.)

"Should I have a company page?"
"Should I post anything on it?"
These are 2 of the most common questions I get from firm owners.

Here's my response:

A company page is nice to have, but not worth putting much effort into.

Company pages get ~5x less engagement than personal profiles.

So if you really want to post something to your company's page, great! 

I won't stop you.

But I would make the personal profile the main focus.

(You also don't have to take my word for it. Find someone who posts regularly to both their company page and personal profile. Which of them gets more engagement? My bet is that it's the personal profile.)

So you want to be more consistent on LinkedIn, but you don't want to sound like every other accountant on here. How do you do it? 2 super simple things you can do:

1. Share stories from your life outside of work
2. Share client stories (include lots of detail)

Anyone can talk about why it's important to keep your books up to date...

But not anyone can tell the story about the time you got lost in a Florida swamp and had to wrestle an alligator named Steve in order to make it home.

Anyone can say they helped a client save on taxes...

But not anyone can say "This client runs a $1m/yr dental practice. Their previous accountant made XYZ error on their 2024 returns, so the client ended up overpaying by $17,283 on taxes last year. We did blah blah blah, so this year, they're going to save $23,487."

(Shoutout to 😏 Brad Wooten, CPA, who mentioned the idea of including more detail in posts like this a few weeks ago.)

(Also, I'm clearly not an accountant, hence the "XYZ error" and "blah blah blah." Lol.)

Point being:

Share things that only YOU can share.

The way you do that is by sharing things that you have experienced personally.

Hard for anyone to copy that!

Taxes suck but your CPA doesn’t have to | Tax advisor for normal people (not ultra high net worth) | You’ll prefer me to ai, I guarantee it

Established firm owner. Reaching out to people via DM.
Offering something completely free. No catch.
But they ignored him. Why?

His profile was wasn't strong enough.

- Not many connections
- Hadn't been posting for very long
- Existing posts were bland (no personality)

(There also may have been room for improvements with the DMs he sent. I didn't see those.)

The point is:

When you DM someone, they are not just looking at the DM itself to determine whether to respond or not...

They're looking at your profile.

And if they see:

- Minimal connections
- Minimal posts
- Minimal personality

... the odds that they'll respond positively are, well...

Minimal ;)

Everyone talks about how great it is to build an online business that gives you freedom. But nobody tells you what you miss out on:

- Making friends with your coworkers
- Random office jokes or conversations
- Invites from coworkers to non-work events
- A general feeling of community

Now, none of these is true if you work at a shitty job.

But if you actually have a decent job with solid coworkers, you probably have at least 1-2 of these things.

Don't get me wrong:

I love my business. But everything has tradeoffs.

And if you're building something online:

You often trade community for freedom.

This might be the simplest way to determine whether your post will get good engagement or not. Just ask yourself:

“Would I stop and read this if it showed up in my feed?”

If your answer is anything but a resounding "hell yes," you may have some work to do.

I almost didn't write this post. And in fact, even now that I'm writing it, I still don't exactly want to do it. But I am anyway. Why?

Because the algorithm demands my participation.

Kind of joking, but also kind of serious.

Even for me, a guy who runs a LinkedIn content agency, it can be hard to consistently put out content for myself.

But...

The more active I am on LinkedIn, the more opportunities seem to come my way.

So here I am.

If you're like me and find it hard to be consistent with LinkedIn...

Why don't you click on my face and send me a DM?

I basically never make guarantees, but the one thing I can guarantee is that, if we work together, putting out content consistently will become much easier for you.

I don’t like dressing up my life story in a suit and tie. I don’t think the CV version of a person tells you much about them.

If you’re hiring a plumber, it makes sense to focus on their hard skills and associated price, but if you’re looking for professional partners, the process is more complicated. Knowing who you’re doing business with outweighs what they can do.

I can do business stuff. That’s not a problem. I’m a smart dude. I graduated from business school. I’ve started a business, ran a business, and sold a business. I’m a solid leader, an above-average public speaker, a great writer, I learn new things crazy fast, and above all else: I do what I say I will do, figure things out, and get %$&@ done. 

But this stuff is relatively boring.

Think about the last time you had a meaningful conversation at a conference. I bet the subject matter had little or nothing to do with the theme of the event – and everything to do with having the good fortune to find an interesting person.

What drives me professionally is simple. I want to be just successful enough to facilitate more adventure, without any risk of sacrificing who I am.

I work hard, I get results, and I genuinely care - but for me, the purpose of work is to pay for the good stuff. 

What truly makes me feel alive is adventure. Stepping off a plane, train, boat, or taxi in some new place I’ve never been before. I work hard to have more of that in my life. And that’s what motivates my wife, too.

In 2009, we bought 1.25 acres of land in southern Oaxaca, Mexico with the idea that building our own little boutique beach resort would provide us an idyllic balance of success and adventure. 

We gave everything we had to make this vision happen. All our money. All our soul. Literal blood, sweat, tears. And the maximum level of fighting and stress our relationship could handle. 

It nearly broke us. For real. 

But we did it. And made the project a success in almost every way.

Unfortunately, the missing piece was the most important one: our lifestyle never matched the dream we thought it would be.

In 2023, we finally admitted this truth. We then sold the hotel, moved to Greenville, SC, and opened our book to the next chapter.

The following year I accepted a new challenge from my best friend who hired me to help grow his CPA firm.

I love working here. We have an amazing team, a fantastic culture, and a unique vision for helping clients get more out of their business and life.

If you own a business or work with clients who do, we should talk. Even if it's just to get to know each other.

taplio

The Battle

Robert Lucas

Mike Airhart

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taplio

The Battle

Robert Lucas

Mike Airhart

Followers

Posts

Engagements

Likes

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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