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.

Security Verification | LinkedIn

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Sales Navigator

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.

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

Bookkeeping has changed forever. There is no going back.
Portali is officially live and you can start breathing again.

No more months full of stress.
No more running around the clock chasing after invoices.
No more manual journal entries.
No more annoying subscription plans for your clients.

Simple. Clean. Easy.
Join us in revolutionizing bookkeeping for good.

Bookkeepers thank me because they work 4X less, and earn 4X more | VP of Growth & Revenue @ Portali | Your new unique bookkeeping environment

Forget MBAs. I’ve officially earned my ‘LinkedIn Top Reply Rate’ certificate -signed by my inbox.

No alternative text description for this image

LinkedIn gurus: "Post consistently!"

Me: "I'll post consistently… starting Monday.
Because who even opens LinkedIn on Saturday?"

Nailed it.

No more snacks for you. Its not your mom telling you this, it's the IRS.

A connection (Thanks, Kim Dudik) told me last week: “You should post about the 2026 meals tax changes.”  

So I went down and looked it up.

Here’s what caught my eye:

Office snacks and coffee?  
The free lunch program you set up for your team?  
That convenience perk you thought was helping morale?

Translation: All of these are probably 0% deductible in 2026 for most employers, unless you treat them as taxable compensation to employees or they fall into a really narrow exception.

Client dinners and business travel meals stay 50%. 
Company‑wide events stay 100%. 
But that daily on‑site food perk you’re offering?

Gone (from your deduction column, at least). 

I’m not a CPA.  
But I live in the world where this shows up in your books, your perks, and your runway.  

If you’re a founder or finance leader who’s been writing off team lunches all year, this one’s gonna sting.

Talk to your accountant before January ends.

Because 2026 is already here.

You don’t need an S‑corp.
You need your books to stop looking like a group project where nobody talked to each other.

Everyone’s asking, “Should I switch to an S‑corp?”
Meanwhile, their bank feed and Stripe are telling two completely different stories.

The real first step?
Get your bookkeeping so clean your CPA can open the file and not immediately question their life choices.

Most people worry about moving once every few years.  
This week, I moved twice in 24 hours. It was my sixth apartment in three months – in a country that isn’t even the one I grew up in.

I could’ve stayed in a regular house back home, followed the script, and pretended that felt like freedom. It didn’t. It felt like jail with nice furniture.  
So I chose digital‑nomad instability instead: new keys, new walls, new neighbors, again and again – and yes, it absolutely wrecks my “perfect” LinkedIn posting schedule.

It’s not glamorous. Some days I’m hunting for Wi‑Fi instead of writing a post. But dealing with lost bookings, weird hosts, and last‑minute moves is exactly how I’m building the ability to stay calm in “extreme” situations and create my own safe environment from scratch.

That’s the version of me I’m betting on – the one who doesn’t need comfort or a stable apartment to keep building and showing up publicly.  
If you’re also trading comfort for growth right now (and your consistency isn’t always Instagram‑perfect), tell me what that looks like for you.

P.S. Portali is going live in 48 hours! we're excited to see you with us on your way to transforming your bookkeeping!
DM me if you're stuck with 25 monthly clients and want to get it to 150 in the same amount of time.

1 year ago, I was dragging myself through 12-hour days, managing a team of 4.
I’d close my laptop feeling empty, not proud.
It was all responsibility, no ownership.

Fast forward.
I’m still clocking 12-hour days.
But now I wake up excited.

I get to be a real decision maker inside a small team I call family.
People who are sharp, honest, and in the mud with me.
In the last 2 months: 40+ demos, 12 companies actively testing Portali, partnerships and integrations moving into advanced stages, 4 podcasts/live sessions in January.

I even changed my phone screen lock.
Just “1,000,000.”
A quiet reminder:
Help 1,000,000 accountants modernize their work so they can actually live their lives.

January 2026 doesn’t feel like “busy season.”
It feels like the first chapter of a different life.

Sometimes the job doesn’t need to shrink.
Your ownership does.

Just wrapped up a conversation on the #MeetCoolPeople Podcast with Ely Delaney.

We talked about my path from Tel Aviv to Paraguay. And how I went from business intelligence to business development. The kind of questions that make you think. Not surface-level stuff.

We got into the pain points businesses miss when they look at their data. How bookkeepers can scale without burning out. And why getting out of your comfort zone matters more than playing it safe.

I shared my journey across countries and careers. What I've learned helping businesses at Portali see what their numbers are really telling them. And why being genuine in business relationships is everything.

If you're looking for real conversations about growth and taking risks, check it out.
https://lnkd.in/d96jQcDM

#MeetCoolPeople #BusinessDevelopment #PodcastInterview #Entrepreneurship #PersonalGrowth

Yesterday I started doing my monthly cleanup for the first time in a while. It wasn't the one you thought of. I didn't use QBO/Xero (or Portali if you're a pro).

2 months. 150 connection requests. The official "LinkedIn-cleanup" operation began. 

Main observations:
I am popular among Ex-Deloitte employees.
I am popular among CEO's/Founders.
Surprisingly, all of them are from a specific region.

Anyone experiencing something similar?

I was getting 1 like on my LinkedIn posts 2 months ago. I almost quit.
Then I changed everything.

Every day I block 30 minutes.
No scrolling.
Just sending targeted requests to a very specific group of people.

Last week, LinkedIn told me I’d hit my cap.
That banner was my real analytics.

Good posts matter.
But proactive outreach is what quietly builds the audience that sees them.

This is Tymone Green.

Professor. Bookkeeper. Builder.

He creates vibe-coding apps that help bookkeepers work smarter.
We created Portali - 2-hour cleanups instead of 8.

Together? Deadly.

Ty's our new ambassador because he shares our belief:
His tech + our platform = how you dominate QBO-only firms.

Want in? Join us or tag someone who needs to see this.

Got a cold DM:

"Hey! Let's hop on a call to see if we're a good fit for a potential synergistic partnership opportunity!"

Translation: "Buy my services."

I replied:

"I love how you think outside the box, it's clear no one's ever invited you inside one."

They asked what I meant.

Exactly.

No. Extra. Words.
GrowCon 2026 is gonna be a blast.

If you're gonna be there, drop me a DM or comment 'GrowCon' - I'd love to have a coffee with you 😎

I've been talking with S for the last 2 months. 
Good and genuine interactions. 

She seems cool, she's funny, and sounds insightful.
I invite her to a mid-day brunch, and she accepts. 

The day before, we need to reschedule - life, ya know.
A few days pass by, and I'm sitting at the coffee shop, waiting with anticipation. 
5, 10, 15 minutes. She's not coming.

S is not my future date, and the coffee shop is virtual. 
S is just a business owner who ghosted me and didn't show up to our meeting. 
S didn't reply or apologize.

S was removed from my connections. 
Respect is worth more than money.
Don't be S.

5 minutes before going live.
40 CPAs waiting.
My speaker notes just broke.

Last week I presented on how Portali helps firms stay audit-ready.
Everything was prepped.
Slides locked in.

Then I hit "Share Screen" on the organizer's Zoom and realized my notes weren't showing.

Panic? For about 10 seconds.

Then the host jumped in. We fixed it. The presentation crushed.

Here's what I learned:

Prep is everything. But so is staying calm when tech fails.

You can have the perfect system, the cleanest workflow, the best tools - but something will break at the worst time.

The difference is how you respond.

Don't freeze. Adapt. Ask for help.

That's how you win when things go sideways.

(Will share clips and details soon - stay tuned.)

Last week was weird.

Demo 41, 42, 43.
Three different prospects.
All asked the same thing, the same day:

“Are you SOC 2 compliant?”

Before that?
Zero people had ever asked.

Here’s the funny part:
Most people asking for SOC 2 can’t actually explain what it is.

It’s basically a giant adult report card that says:
“We don’t just say we protect your data.
We can prove it, consistently, across how we secure, store, and operate on your data.”

So no, we don’t have SOC 2 yet.
But we do have many of the habits it measures: access controls, audits, backups, microservices separation, and clear processes.

The real question isn’t “Do you have SOC 2?”
It’s “Do you run your company like someone is watching, even when no auditor is?”

That’s the thing I care about.

I am not the guy with a beautiful 'Notion' dashboard.
I am not the guy with color-coded tags for every client.
I am definitely not the guy who enjoys 30 minutes of pre-call research.

I’m the guy who wrote one messy prompt.

I ran it.
Tuned it.
Saved it as a Perplexity task that emails me my prep every morning at 10am.

If that simple thing can give me back 200+ minutes a month, I’m betting it can do the same for a lot of bookkeepers too.

If you want the prompt + setup, comment ‘prep’ and I’ll send it over.

I blocked myself.
Not literally.
But close.

Two weeks ago: I connected with a lead on LinkedIn.
She replied "thanks" to my welcome message.
I put her in Category 3.
"Ready but not objecting."

Yesterday: I sent her the pitch.
Automated.
Salesy.
Desperate.

Today: She blocked me.

Here's what I learned:
Connection ≠ readiness.
A polite "thanks" ≠ "I'm interested."
Going live with Portali made me forget the fundamentals.

Real relationships take time.
Automation works when trust is there first.
Not before.

Now I'm using that 10 minutes I save every day (200+ minutes/month) to actually build relationships, not rush them.

What's the biggest marketing mistake you've made when launching something new?

I was scared when I got dismissed from my last job, but I felt that this was my opportunity of a lifetime to be truly happy.

In 10 years, I want to look back and say, “Wow! You helped more than 1,000 individuals see their families and friends more than before, without earning less.” This is much more satisfying to me than building dashboards, writing Python scripts, or managing teams.

We're building America's #1 bookkeeping operational environment: a 3‑in‑1 software for cleanups, invoicing, and practice management. But it's not only about AI, automations, and tech. It's about releasing people from non‑stop working, pre‑holiday stress, and a lack of time to breathe. 
We want you to be with your loved ones.

I would be glad to meet you, hear your story, and find ways to grow your business.
P.S. In 7 days, Portali will be officially live 24/7 – we're excited to welcome you on board with us. Stay tuned.

370 dollars a month.
No ads.
No agency.
Just tools.

That's my entire marketing budget.

And I'm about to show you exactly where it goes.

New series: "Where my 370 a month really goes."

SMB owners: if you're posting but not closing,
This is for you.

Tool #1: Sales Navigator.

(Spoiler: cold DMs don't work, but audience targeting does.)

More coming.

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The Battle

Robert Lucas

Jonathan Shkolnik

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Performance ScoreRobert Lucas's LinkedIn Performance

Performance ScoreJonathan Shkolnik's LinkedIn Performance

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taplio

The Battle

Robert Lucas

Jonathan Shkolnik

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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Performance ScoreRobert Lucas's LinkedIn Performance