In this episode of Marketing and Tea with Katie Thomas, CPA, Katie reflects on her personal journey throughout 2025 and the mindset shifts that have transformed how she runs her business, leads her team, and shows up for her family and herself.
Katie shares how she once lived by the quote “proud but never satisfied,” pushing herself to extremes in both work and life. From waking up at 3:30 AM to working through illness, she tied her self-worth to constant achievement. The result was burnout, anxiety, and sleepless nights.
Through coaching and intentional reflection, Katie realized that true growth comes from balance. She now embraces the belief that satisfaction and ambition can coexist. She explains how finding peace has not diminished her drive but has allowed her to grow her business with less stress and more presence.
Listeners will hear:
The dangers of tying self-worth to constant achievement
Why burnout does not always look like working less, but can show up in hidden ways
How Katie redefined success beyond numbers and revenue
The mindset shift from “never satisfied” to “satisfied while still growing”
Why ambition and peace are not mutually exclusive
How creating boundaries and practicing self-acceptance can lead to greater results
Katie’s story is a reminder that business growth does not require sacrificing health, relationships, or peace of mind. By choosing to be enough as you are, you can still achieve your biggest goals without losing yourself along the way.
Be sure to follow Katie on:
LinkedIn: https://www.linkedin.com/in/katiethomascpa/
Instagram: https://www.instagram.com/katiethomascpa/
X: https://x.com/katiethomascpa
Have a question for Katie?
Submit it at https://dearkatie.leaders-online.com/
In this episode of Marketing and Tea with Katie Thomas, CPA, Katie answers a question nearly every firm owner has asked at some point: What kind of ROI can I expect from social media?
As CPAs, we love numbers and measurable results. But she explains that social media doesn’t always deliver ROI in neat, tidy metrics. Instead, it works more like planting a garden. The seeds planted today may not sprout tomorrow, but with consistency and care, they grow into opportunities, clients, and credibility that compound over time.
Listeners will learn:
Why ROI on social media is often long term, not immediate
Real stories from Katie’s business that show both instant wins and delayed payoffs
How to measure ROI beyond sales, including engagement, reach, and authority
The importance of leading indicators like profile views, comments, and DMs
Why every type of content plays a role in ROI, even if it doesn’t directly sell
How different platforms contribute differently to brand, credibility, and revenue
Why consistency is the real driver of results
This episode is perfect for accountants and firm owners who feel discouraged when results don’t come right away. Katie shows how to shift perspective, set realistic expectations, and stay the course long enough to see the true return social media can bring.
Be sure to follow Katie on:
LinkedIn: https://www.linkedin.com/in/katiethomascpa/
Instagram: https://www.instagram.com/katiethomascpa/
X: https://x.com/katiethomascpa
Have a question for Katie?
Submit it at https://dearkatie.leaders-online.com/
This week on Marketing and Tea with Katie Thomas, CPA, Katie tackles a question she gets asked all the time: Do cold messages ever work?
If you’ve ever rolled your eyes at a LinkedIn inbox full of pitches, you’re not alone. But Katie explains that when done right, cold outreach can open doors, build genuine relationships, and lead to meaningful opportunities for a firm.
In this episode, she shares her approach to turning cold messages into real conversations without feeling spammy or pushy. Listeners will learn:
Why most cold messages fail from the start
How to get a LinkedIn profile “event ready” before reaching out
The importance of personalization and open ended questions
How to use audio or video messages to stand out in a crowded inbox
Why subject lines matter more than many realize in email outreach
The follow up system that keeps opportunities from slipping away
Whether someone is skeptical of cold messaging or simply looking for a better way to approach it, this episode provides practical steps to use right away.
Tune in to hear how to make outreach feel less like spam and more like the start of a professional relationship.
Be sure to follow Katie on:
LinkedIn: https://www.linkedin.com/in/katiethomascpa/
Instagram: https://www.instagram.com/katiethomascpa/
X: https://x.com/katiethomascpa
Have a question for Katie?
Submit it at https://dearkatie.leaders-online.com/
In this episode of Marketing and Tea with Katie Thomas, CPA, Katie and Chad break down one of the most important topics for accountants today, personal branding. Whether you’re a firm owner, an internal accountant, or just starting your career, your personal brand shapes how clients, colleagues, and even future employers see you.
You’ll learn:
Why personal branding goes far beyond logos, websites, and firm colors
The connection between personal brands and firm brands and why your people are your brand
How personal branding helps with attracting clients, top talent, and high-value referrals
Why a strong brand improves client and staff retention in today’s competitive market
The first steps to building your own brand, even if you’re starting from zero
How to pick the right platform and create content that actually resonates
Why vulnerability, storytelling, and authenticity make your brand stick
Practical strategies for getting your team involved without forcing content creation
Katie shares how her personal brand laid the foundation for building Leaders Online, while Chad explains how his own brand directly influenced career opportunities and opened doors in the accounting technology space.
If you’ve ever wondered how to stand out in a crowded market, attract better opportunities, and future-proof your career, this episode gives you the insights and action steps to get started.
Head to FloQademy for CPE:
https://www.floqast.com/floqademy
.
.
Be sure to follow Katie on
LinkedIn: https://www.linkedin.com/in/katiethomascpa/
Instagram: https://www.instagram.com/katiethomascpa/
X: https://x.com/katiethomascpa
Have a question for Katie?
Submit it at https://dearkatie.leaders-online.com/
In this episode of Marketing and Tea with Katie Thomas, CPA, Katie and Chad break down one of the most important topics for accountants today, personal branding. Whether you’re a firm owner, an internal accountant, or just starting your career, your personal brand shapes how clients, colleagues, and even future employers see you.
You’ll learn:
Why personal branding goes far beyond logos, websites, and firm colors
The connection between personal brands and firm brands and why your people are your brand
How personal branding helps with attracting clients, top talent, and high-value referrals
Why a strong brand improves client and staff retention in today’s competitive market
The first steps to building your own brand, even if you’re starting from zero
How to pick the right platform and create content that actually resonates
Why vulnerability, storytelling, and authenticity make your brand stick
Practical strategies for getting your team involved without forcing content creation
Katie shares how her personal brand laid the foundation for building Leaders Online, while Chad explains how his own brand directly influenced career opportunities and opened doors in the accounting technology space.
If you’ve ever wondered how to stand out in a crowded market, attract better opportunities, and future-proof your career, this episode gives you the insights and action steps to get started.
Head to FloQademy for CPE:
https://www.floqast.com/floqademy
.
.
Be sure to follow Katie on
LinkedIn: https://www.linkedin.com/in/katiethomascpa/
Instagram: https://www.instagram.com/katiethomascpa/
X: https://x.com/katiethomascpa
Have a question for Katie?
Submit it at https://dearkatie.leaders-online.com/
In this episode of Marketing and Tea with Katie Thomas, CPA, Katie and Chad dive into the concept of the client flywheel and how it can transform the way firms think about growth, client experience, and team satisfaction.
Instead of relying only on the traditional client lifecycle, the client flywheel focuses on creating momentum that continues to compound over time. When implemented well, it leads to clients who are happy to stay, eager to refer, and ready to expand their relationship with your firm.
You’ll learn:
What the client flywheel is and how it differs from the traditional client lifecycle
The three core stages of the flywheel: attract, engage, and delight
Why outdated tactics like ebook funnels are losing effectiveness and what to do instead
How dark social and demand creation play a role in attracting the right clients
Practical strategies for improving client intake, engagement letters, onboarding, and communication
How a strong flywheel benefits not just clients but also your team by improving clarity, morale, and retention
Katie and Chad also share real-world examples of firms that have implemented this approach, showing how it can lead to more qualified clients, increased upsell and referral opportunities, and ultimately a stronger, more sustainable firm.
If you’re ready to move past outdated tactics and build momentum that keeps your firm growing, this episode is packed with insights you can put into practice.
Head to FloQademy for CPE:
https://www.floqast.com/floqademy
Be sure to follow Katie on
LinkedIn: https://www.linkedin.com/in/katiethomascpa/
Instagram: https://www.instagram.com/katiethomascpa/
X: https://x.com/katiethomascpa
Have a question for Katie?
Submit it at https://dearkatie.leaders-online.com/
This week on Dear Katie, part of Marketing and Tea with Katie, Katie answers a question that many of us can relate to in the age of remote work: How do I network in person without feeling awkward?
After years of Zoom calls and LinkedIn connections, walking into a crowded conference or industry event can feel overwhelming. What do you say? Where do you start? How do you make sure you don’t just stand in the corner pretending to check your emails?
In this episode, Katie breaks down her simple, proven process for making in-person networking less intimidating and more impactful.
You’ll learn:
Why 95% of professionals say networking is vital to their success
How to prepare before an event so you feel confident walking in
What to do during the event to stand out and spark conversations naturally
Why your elevator pitch matters and how to refine it
How to follow up in a way that builds lasting relationships instead of dead ends
Networking doesn’t have to feel like a chore. With the right preparation and mindset, it can become one of the most powerful growth strategies for your firm, helping you attract clients, talent, and opportunities that last.
To listen to the full episode, be sure to tune in to the podcast Marketing and Tea with Katie for the full episode at: https://open.spotify.com/show/3VT5e6ULFl7cCst5K2AG2b
.
Be sure to follow Katie on
LinkedIn: https://www.linkedin.com/in/katiethomascpa/
Instagram: https://www.instagram.com/katiethomascpa/
X: https://x.com/katiethomascpa
Have a question for Katie?
Submit it at https://dearkatie.leaders-online.com/
This week on Dear Katie, part of Marketing and Tea with Katie, Katie tackles a question many firm owners are asking: What are the biggest opportunities in marketing for accounting firms today, and are there any new strategies worth paying attention to?
The world of marketing is full of noise. Every day there’s a new tactic that promises to be a game changer for accountants from TikTok ads to AI-driven funnels. But not every shiny object actually works in practice for accounting firms. In this episode, Katie shares the one strategy that has stood the test of time yet often gets overlooked: intentionally connecting with the right people and backing it up with consistent content.
You’ll learn:
Why connection is more than networking and how to approach it strategically
The type of people who can open doors to your ideal clients
How content acts as your portfolio and credibility when pitching collaborations
Real-world examples of firms that saw major growth through this approach
Practical steps you can take this week to start building meaningful relationships that drive ROI
The truth is that the biggest opportunity in marketing for accounting firms is not about chasing the newest platform. It’s about building trust, showing up with valuable content, and collaborating with the people who already serve your niche.
Be sure to follow Katie on
LinkedIn: https://www.linkedin.com/in/katiethomascpa/
Instagram: https://www.instagram.com/katiethomascpa/
X: https://x.com/katiethomascpa
Have a question for Katie?
Submit it at https://dearkatie.leaders-online.com/
This week on Dear Katie, part of Marketing and Tea with Katie, Katie answers a question that so many accountants and business owners struggle with: What do I post when I feel like I have nothing to say?
If you’ve ever stared at a blank LinkedIn post box or an empty Instagram caption field and thought about giving up, you’re not alone. Katie shares why the problem isn’t a lack of ideas but a lack of awareness of just how valuable your expertise really is.
In this episode, you’ll learn:
Why shifting your mindset from “What should I say?” to “What does my audience need to hear?” unlocks endless ideas
How to stop underestimating your expertise and recognize that your “obvious” can be someone else’s breakthrough
How to pull inspiration from client questions, industry news, and even the comments section of other creators
Why collaboration creates accountability and momentum for consistent content
How to show your work without giving everything away through quick demos and process walk-throughs
Ways to ask your audience directly what they want to hear so you always stay relevant
Why documenting instead of creating can turn everyday moments into powerful content
By the end, you’ll see that there’s no shortage of content ideas — only an opportunity to start capturing and sharing the value you already bring.
To listen to the full episode, be sure to tune in to the podcast Marketing and Tea with Katie for the full episode at: https://open.spotify.com/show/3VT5e6ULFl7cCst5K2AG2b
.
Be sure to follow Katie on
LinkedIn: https://www.linkedin.com/in/katiethomascpa/
Instagram: https://www.instagram.com/katiethomascpa/
X: https://x.com/katiethomascpa
Have a question for Katie?
Submit it at https://dearkatie.leaders-online.com/
Welcome to Marketing & Tea with Katie, the podcast that blends marketing strategies with real-life experiences and conversations. Hosted by Katie Thomas, CPA, Top 50 Women in Accounting honoree, and 40 Under 40 recipient, this show serves up the perfect mix of professional insight, personal perspective, and real life stories.
Each week, you’ll hear candid takes on everything from building a standout brand to managing the realities of entrepreneurship and life. She’ll tackle your questions, share behind-the-scenes stories, and give you practical tips you can put to work immediately in business and life.
Whether you’re running a business, working in a firm, or simply looking for a conversation that feels like you’re on FaceTime with your best friend, grab your favorite mug and join Katie for your weekly pour of marketing, business, and life advice.
Be sure to follow Katie on
LinkedIn: https://www.linkedin.com/in/katiethomascpa/
Instagram: https://www.instagram.com/katiethomascpa/
X: https://x.com/katiethomascpa
Have a question for Katie?
Submit it at https://dearkatie.leaders-online.com/
