Getting More From LinkedIn Without Hiring a Marketing Team

Many accounting firms know they should be active on LinkedIn. The challenge is finding the time. For firms with a few to no dedicated marketing professional, LinkedIn often becomes an afterthought. The company page gets updated occasionally, a few articles are shared throughout the year, and then other priorities take over.

The good news is that an effective LinkedIn presence does not require a large marketing budget or a full-time marketer. In fact, many firms already have everything they need to increase their visibility. They simply need to make better use of the people and content they already have.

Your Company Page Still Matters

Your LinkedIn company page is often one of the first places prospective clients, referral partners, job candidates, and even current clients will look when researching your firm. A complete profile, current branding, and consistent activity help establish credibility. Every firm should maintain an active company page. However, the company page should not be carrying the entire burden of your LinkedIn strategy.

The Real Opportunity Is Your People

When business owners are choosing an accounting firm, they are not just evaluating a logo. They are evaluating the people behind it. That is why personal LinkedIn profiles are so valuable, and why the firms getting the most out of LinkedIn have made partner and advisor visibility a deliberate part of their strategy rather than an afterthought.

A Refine Labs study found that sharing content through a personal LinkedIn profile drives 2.75 times more impressions and five times more engagement than the same content posted from a company page. For a firm whose partners already have established networks filled with clients, referral sources, and prospective clients, that multiplier represents an enormous amount of organic reach that is currently going untapped.

The goal is not to turn every employee into a content creator. Instead, identify a few partners, advisors, or subject matter experts who are willing to be active and represent the firm online. When those individuals share insights, comment on industry developments, or post their perspective on firm content, they introduce the firm's expertise to a far larger audience than the company page ever could on its own. Even two or three engaged professionals posting consistently can produce a measurable lift in the firm's overall LinkedIn visibility, without adding headcount or marketing budget.

Employee Advocacy Doesn't Need to Be Complicated

Employee advocacy is simply employees helping expand the reach of firm content.

This can be as simple as:

• Liking company posts
• Commenting on articles
• Sharing firm content with their own perspective
• Starting conversations around topics they work with every day

These small actions help put your firm's expertise in front of more people without creating additional marketing expenses.

LinkedIn provides a built-in tool to help facilitate this, the "Notify Employees" feature alerts staff members when the company page publishes a post that the firm wants them to engage with.

For firms with limited resources, employee advocacy is one of the easiest ways to increase the value of the content they are already creating.

One Article Can Create Multiple Posts

A common misconception is that firms need new content every day. In reality, one article can support weeks of LinkedIn activity. For example, if your firm publishes an article about year-end tax planning, you can:

• Share the article from the company page
• Have an expert discuss one key takeaway
• Create a short video explaining a common question
• Turn each major point into a separate LinkedIn post
• Encourage employees to comment and share their perspective

Instead of creating new content from scratch, you are maximizing the value of content you have already produced.

Start Small and Stay Consistent

Many firms make the mistake of trying to do everything at once. A better approach is to build gradually.

Start by:

1. Updating your company page.
2. Identifying two or three professionals who are willing to be active on LinkedIn.
3. Sharing one or two company posts each week.
4. Encouraging employees to engage with those posts, and use the "Notify Employees" feature.
5. Repurposing existing articles into multiple LinkedIn posts.

The firms that see success on LinkedIn are rarely the ones with the largest marketing teams. More often, they are the firms that consistently share expertise and make it easy for their people to participate.

The Bottom Line

If your firm has limited marketing resources, you do not need a complicated LinkedIn strategy. Maintain a professional company page. Encourage a few key professionals to be active. Repurpose the content you are already creating. And make employee engagement part of the process. By combining your firm's content with the reach of your people, LinkedIn can become a practical and sustainable marketing channel, even for firms without a dedicated marketing department.

At Marketing by Numbers, we help accounting firms put these ideas into practice. From expert-written articles that can be personalized using our Make It My Own feature, to social media scheduling, content collaboration, and our Marketing Facilitator Service, our platform is designed to help firms maintain a consistent presence without needing a full-time marketing team. The expertise already exists within your firm, we simply make it easier to share it. Discover how Marketing by Numbers helps accounting firms create, personalize, schedule, and amplify content with less time and effort, let's talk.