The brief
A mid-size accounting and advisory firm in Paris. A growing international client base. They wanted to reach foreign companies setting up operations in France, specifically CFOs and founders in the middle of European expansion decisions. The firm had the expertise: cross-border tax, French labour law, M&A structuring, international payroll. All of it locked inside partner conversations and client decks. None of it on LinkedIn.
The twelve partners ranged from sceptical to outright resistant. One called LinkedIn "the place where people post motivational quotes." The company page hadn't been updated in weeks.
Our strategy
Partners at professional-services firms don't respond well to being told they should be on social media. We knew that going in, so we didn't frame it that way.
The training programme was built around their intelligence and their calendar. Two sessions, 90 minutes each. First: how LinkedIn distributes content, and real data on how buyers research professional-services firms before reaching out. Not motivational. Factual. The second session was hands-on. Every partner picked topics tied to their practice and drafted a post in the room.
The tax partner told us he had "nothing interesting to say on LinkedIn." We pulled up three posts from partners at competing firms gaining traction with exactly the type of client he wanted. He went quiet for a minute. Posted the next morning.
Every partner left with a content plan matched to their expertise. Tax structuring for foreign-owned entities. Employment-law pitfalls for new market entrants. Due-diligence red flags. Payroll compliance across jurisdictions.
The company page ran practical, specific content for businesses entering France. Regulatory deadlines. Tax mistakes most foreign companies make. Government incentive programmes that are easy to miss if you don't know where to look.
LinkedIn Ads ran in parallel, targeting CFOs and founders at companies with European expansion signals. A downloadable guide on setting up operations in France drove the lead capture.
The result
Six of twelve partners posting weekly by day 90. Doesn't sound dramatic. If you've ever tried to change habits inside a professional-services partnership, you know how significant that is.
The page went from 430 to 1,200 followers. The guide pulled 42 leads at $38 apiece. Partner posts hit 55,000 combined impressions a month. Three new international client engagements in the first quarter traced back to LinkedIn.
We were aiming for eight partners posting, not six. Two never came around. But the six who did are consistent. And the tax partner who said he had nothing to say now posts twice a week without anyone prompting him.