Is LinkedIn worth it for accountants?

It is the most useful platform for this buyer, because the audience is business owners. The other platforms rarely justify the effort for an accounting practice.

What works and what does not:

• Deadline reminders do not work. Every firm posts them and nobody reads them. They are interchangeable, which makes them invisible.
• Decision content works. What an owner should consider before taking a distribution. How to read margin by job. What changes when payroll crosses a threshold. Content about a decision attracts the owner currently making it, which is exactly when they are open to a new advisor.
• Industry-specific content works best. "Five tax tips for small business" reaches nobody. "Why contractors run out of cash in a profitable year" reaches contractors.
• Plain language is essential. Accrual, basis and depreciation schedules need translating. Writing plainly is the demonstration that you can explain their finances to them, which is most of what they are buying.

Batch write during quiet months. Two substantive posts a week, written four to six at a time and scheduled, is the only rhythm that survives a busy season. A feed that stops every February undermines credibility.