5-point checklist firm owners can use to attract leads on social media
Katie Thomas shares her recommendations for making social media part of your routine to attract and nurture leads to your accounting firm.
Accounting firm owners work hard. They juggle employees and clients, and many of them handle their own social media on top of spending 60-70 hours a week in the office during busy times. But social media is one area that takes a lot of time and effort. Questions often arise, such as:
What should I post?
When should I post?
Why are my posts not attracting leads?
Countless firm owners have come to me over the years asking why social media seems to be working for everyone but them.
So, I’m going to share my most common answers in a five-point checklist that you can use to start attracting leads on social media today. These are the same strategies we follow at my business, Leaders Online, to help our clients attract leads.
The 5-point checklist to attract leads on social media
Social media is a commitment, so you do need to incorporate these actions into your weekly schedule to attract leads.
1. Make posting a part of your routine
Are you posting often? Social media is all about consistency. I see it all the time: a firm owner posts a few times a month and expects it to attract leads. When it doesn’t, they assume social media doesn’t work.
Most of us are not the lucky unicorns who can post once and go viral. To get real traction takes commitment. So how much do you need to post? Some professionals may suggest that you post one to three times a day or more, depending on the number of platforms you use. However, we’ve found that posting three to five times on LinkedIn per week is a great starting point and enough to get traction.
I recommend making posting a part of your routine by batch-creating content. For example, maybe you spend the first weekend of the month creating posts and then scheduling them out. Consistency is key, and batching works for me.
But be sure to mix it up with posts that keep your followers engaged:
Karbon is our rocket booster that’s allowing us to grow at 40% to 50% year‑over‑year.
Posts that include photos
Posts that incorporate video content
Prioritize the content that works best for you and your audience, and don’t be afraid to experiment with your posts.
Not sure which type of content to focus on?
Think about the creators you follow. Why do you follow them? Can you recreate the experience they offer to the audience you want to attract?
Ask yourself: where do your clients and prospects think they’re right, but are actually wrong?
For example, maybe they think that because they have a CPA doing their taxes, they’re getting tax planning. In reality, tax planning is a different service. Or maybe they think they have a cash flow issue, but really, it’s deeper than that. Maybe they aren’t pricing correctly, or they aren’t collecting in a timely manner, or they don’t have a way to get paid in a timely manner.
If you create content based on the points above and lead with your unique perspective, bust myths and help people, you’ll attract leads.
You’ll also want to mix in posts that:
Answer the most common questions you get from clients and prospects.
Include personal stories about your pain points, struggles, and triumphs (these posts will make you ‘real’ and relatable).
Creating engaging posts is one thing, but don’t forget that you need to engage with others on social media too.
2. Engage with others
Starting conversations with ideal clients is a huge part of getting social media to generate new revenue for your firm. People want to be seen and heard. Starting conversations is easy when you lead with curiosity and context. You can do this with a simple message, such as:
Hey [Name], Congrats on your Series A! What’s one key piece of advice you’d share with other founders who are gearing up for their first big raise?
Hey [Name], I noticed you’ve owned a manufacturing plant for the past 10 years. That’s awesome. How’d you get involved in the industry?
Hey [Name], I caught your episode on [X’s podcast]—great insights! I’m exploring [PROJECT/TOPIC] right now and loved your take on [SPECIFIC POINT]. Curious if you’ve shared more thoughts on this anywhere else?
This tactic isn’t about spamming people. Break the ice with people and have real conversations. When they reply, continue to have a normal conversation. Assuming your social profile is set up correctly and you’re putting out great content, they’ll understand what services you offer and you won’t need to send a cold pitch.
Not everyone will reply, and you may need to send more messages than you expect. But if you reach out to 100 people, get 20 replies, and 1 of those turns into a client—what’s that worth to your firm? One great client that stays for years to come can have a huge return.
3. Focus on being social by responding
Engaging with others and starting conversations is crucial, but it’s equally important to keep the conversation going.
When others reach out to you or reply to your comments or questions, make sure that you’re responding.
Make it a priority to respond to:
Private messages
Connection or follow requests
Comments on posts
Follow up with questions of your own to keep the conversation alive and continue building your new relationships.
4. Add or follow 20 new people every day
Every new connection you make is an opportunity to build a new relationship, foster trust, and create authority. To maximize these opportunities, make it a point to connect with 20 new people every day on whichever social platform you’re focused on.
New connections can be found through:
Groups
Your newsfeed
Hashtags
Comments on other posts
The search bar
Suggested connections
Podcasts or industry events
Top lists for your niche (e.g., 40 under 40 by CPA Practice Advisor, Top 50 Women in Accounting, etc.)
As shared previously, whenever you reach out to make a new connection, include a relevant message and ask an open-ended question that’s unique to them.
5. Track and follow up with prospects
Tracking and following up with prospects is one of the most important steps on this checklist, but it’s one that many firm owners overlook.
If someone shows interest in booking a call or connecting with you offline, make sure that you’re tracking them and following up in a timely manner. Taking this approach ensures that no leads slip through the cracks and you never miss an opportunity.
What’s the best way to track and follow up? You may have your own preferences, but I recommend:
Including a link to your calendar in your messages to reduce the friction in booking a call.
Adding the prospect to your CRM or task management system with a task to check whether they’ve booked an appointment within a week.
If they haven’t booked an appointment, follow up.
When following up, I like to incorporate a video or voice message to make the interaction more personal and memorable. Whether or not you follow this recommendation is a personal choice. The key thing is to simply follow up.
Get started
Social media can be a gold mine for growing your firm, but it’s important to take the right approach. Posting consistently, starting conversations, and connecting and following up will help you attract more leads, build trust, and, ultimately, expand your client base.
If you’re looking to find more of your ideal clients online, connect with them, and take them from ‘who are you?’ to ‘how can I work with you?’,grab your free guide that will give you all the steps to do so.
In this video, Catalina Smith from Socials for Accountants demystifies social media with strategies on harnessing your digital presence to nurture leads and grow your firm.
Katie Thomas CPA Founder and Owner, Leaders Online
Katie Thomas CPA Founder and Owner, Leaders Online
Katie Thomas, CPA is a 40 under 40 CPA Practice Advisor recipient, Top 50 Women in Accounting recipient, and the owner of Leaders Online, where they help accounting and B2A (business to accounting) professionals increase their impact, influence, and income through thought leadership and digital marketing. To get in touch with Katie, schedule a time at: https://leaders-online.com/.
How can you utilize social media within your team to help build your accounting firm's profile, while being careful not to harm your brand? Wayne explores the dos and don'ts of using social media in your accounting practice.
As an accountant, you're constantly being told you should be using social media, but is it really going to lead to anything? What specifically can you and your practice get out of it?
Catalina Smith from Socials for Accountants will challenge everything you thought you knew about social media and show you how to harness it strategically to expand your digital footprint, nurture leads, and grow your firm.
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