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).

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.

Mike Airhart

Remember night clubs and waking up with stamps on your wrist?

Yeah, me neither.

Time flies.

Be sure to stop and smell the Sandstorm.

Business Development | Advisory, Tax & Accounting | Nice Person

I'm sure I well missed the boat on plagiarizing Ted Lasso references but I wasn't active on LinkedIn back then, so I am giving myself a pass.

Be curious.

If that scene doesn't kick you in the feelsticles, you need to go see a doctor.

But anyhow, the other day I read a post with an audacious claim. Katie Skelton, without even holding her fingers crossed behind her back, announced that over any given 30 day period, 90% of her subscribers open and read her newsletter.

Why? 

In short, because most newsletters suck and she decided to write one that didn't suck (paraphrasing here).

Want to know why? Sign up, you bellend! (She didn't say that, but it's part of a running inside joke I have with a complete stranger - which I will expand upon in a minute.)

So, I signed up. With zero idea what it's about, what she sells, or why I should read it.

The first one arrived today and in less than one minute, I learned why every single newsletter I've ever written was done wrong. You'll have to be curious yourself to see what I saw. But I promise that just one issue will change the way I write to prospects for the rest of my life.

Be curious.

That's how I connected with Katie in the first place. I was reading a random joke post about ugly children, except the author used a word I'd never seen before: munter.

I thought to myself, "Oh, my. I need to have that word. I need to treasure it. And use it. I need to do whatever it takes to bring it across the ocean and make it part of American vernacular."

I shared the pleasure I felt upon learning this word and then Katie chimed in to recommend that I start using it as a greeting.

Yadda yadda. 

Which reminds me. All of the best connections I've made on here are from posts where people are just dicking around having fun.

If you sound like a brochure, and only talk about the stuff that lives in brochures, you're going to wind up in the recycle bin with the rest of the brochures.

Soda Pop is Mexican, so he didn't have any skin in the game but he did enjoy swatting at the puck. 

Not sure if he learned anything about leadership, managing expectations or organizational restructuring.

Not everyone wants an extraordinary life.

In fact, the majority don't.

And while the usual suspect talking heads on the briefcase app (credit to Talica Davies 🦂) will shout otherwise, this is 100% OK.

Most people are content with being content. Nothing wrong with that.

But if you do want more, and it doesn't matter how you personally describe the concept of more, the path forward universally involves risk.

The absense of risk = The absense of extraordinary

Ditto for change.

If you want more than what you have. If you want different from what you have. You have to embrace risk and change as part of the process.

The good news is, the more alligator-infested waters you expose yourself to, the less scary it gets. Eventually, you start to enjoy it.

Everyone thinks their child is special. 

But can your kid hear a banana peel from 500 yards or smell raspberries through a bank vault?

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I've started queueing up my content a week in advance to add more mystique and excitement to my life.

Yes, it also helps with taking one to-do off my plate each day during the work week.

But the real bonus is being just as surprised at what I opted to post as you are!

#CuddleUp

Few things in life are as satisfying as draining a 3-pointer.

Fewer still are more humbling than an airball.

But this post isn't a clever allegory on life or a basketball-inspired version of Wayne Gretzky's "You miss 100% of the shots you don't take."

It's just about airballs.

taplio

The Battle

Robert Lucas

Mike Airhart

Followers

Posts

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Performance ScoreRobert Lucas's LinkedIn Performance

Performance ScoreMike Airhart's LinkedIn Performance

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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

Performance ScoreMike Airhart's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRobert Lucas's LinkedIn Performance