JUPITER, Florida — Lawyers, how many hours did you spend in law school studying marketing? That’s the question Josh Konigsberg, a renowned digital marketing expert, industry thought leader, and co-founder of Law Firm Marketing Pros, poses on the Catalytic Leadership Podcast with Dr. William Attaway. In the episode, titled “How to Build a Law Firm Marketing Strategy With Josh Konigsberg,” Konigsberg shares his insights on legal marketing strategies, offering attorneys a roadmap to elevate their marketing efforts and grow their practices.
During the 41-minute discussion, he makes a critical distinction between marketing strategy and marketing tactics, highlighting the shortcomings of fragmented marketing tactics, which many law firms rely on, and stressing the importance of a well-rounded, strategic approach. He emphasizes the critical difference between isolated tactics and a cohesive marketing system, driving home the necessity of consistency in generating qualified leads.
“You want an omnipresence so that everywhere your customer looks, they see you.” Konigsberg says. “But then when they find you and see you, you need to be in a category of one, and it’s my job as a marketer to help put you in a category of one. What I mean by a category of one is this. On almost every business transaction, you remember, at every moment of every day, all of us are in some stage of the buying cycle. The four choices that we have as a consumer: I can do business with you, I can do business with your competitor, I can do it myself — and in law that’s called pro se — or I can do nothing at all and stay in a bad marriage.
“Given those four choices as a consumer, I want the decision to be crystal-clear that they have to choose to do business with you, and any other decision they make is a mistake.”
Dr. Attaway asks what Konigsberg’s response is to attorneys who think they can do marketing themselves.
“We have a pre-qualification process that, for me to even get in front of an attorney today, they have to go through this pre-qualification process — or we can call it a disqualification process,” he explains. “If you’re a solo and you’re doing less than a half a million dollars a year in revenue, and that’s fee income, unless you’re really aggressive and growth-minded, it’s probably not a right fit. If you think you can do it on your own, I invite you to try.”
Konigsberg then shares some insights into Google. “The Google algorithm is changing, we know they’re tweaking it,” he states. “The core algorithms used to be once or twice a year; now it’s ten or twelve. That’s from an SEO. PPC, if you want to do paid ads on your own, I wish you luck. If you go through the training that Google provides — and we’ve actually hired a couple people away from Google and had to retrain them — because basically they train people how to waste money on Google, good luck. Of all the things they (lawyers) can do on their own, most choose social media, and social media is the least-converting of all types of digital marketing. With organic social media, what they don’t realize is that one to two percent of your followers are going to see it — and they already know who you are!”
During the interview, Dr. Attaway and Konigsberg explained that a comprehensive marketing strategy is not just about visibility; it’s about creating trust and delivering results. Konigsberg showcases his decades of experience by detailing the elements of successful law firm marketing, including implementing a 24/7 client intake process to ensure that law firms handle every lead with professionalism and promptness.
He also touches on the role consumer psychology plays in influencing potential clients, describing how reputation marketing can become a powerful differentiator in such a competitive field because by marketing your firm’s reputation and understanding how consumers think, lawyers don’t just attract potential clients—they become a trusted name in the legal industry.
The episode is a masterclass in pragmatic and actionable advice, equipping law firms with tools to stand out in their markets. Josh Konigsberg’s proven methodologies demonstrate how attorneys can streamline systems, enhance credibility, and achieve sustainable business growth.
Click below to listen to the full episode.
About Law Firm Marketing Pros
At Law Firm Marketing Pros, our vision is to help improve the way law firms market their services. Our mission is to educate, serve, and provide our clients with the most cutting-edge, efficient, and cost-effective online marketing tools available to increase their revenues and profits and exceed their goals.
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Please feel free to contact josh@lawfirmmarketingpros.com with any questions about Law Firm Marketing Pros.
Law Firm Marketing Pros
250 S. Central Blvd, Suite 100-A
Jupiter, FL 33458
(561) 948-5001
https://lawfirmmarketingpros.com/
