JUPITER, Florida — Are you a lawyer struggling to grow your practice because they didn’t teach you marketing in law school? Josh Konigsberg, Partner & Co-Founder of Law Firm Marketing Pros, an award-winning digital marketing agency for lawyers, shares valuable insights and tips on a recent episode of the Spaghetti on the Wall Podcast with host Armand Leduc.
Having met at the 8 Figure Firm Mastermind, Leduc and Konigsberg decided to get together on a podcast to delve deeper into the current business climate, and specifically, the issues facing lawyers. Konigsberg begins by sharing the trends in marketing in general, pointing out a shift in human behavior.
“Let me illustrate that by saying that five, six, seven years ago, 50 percent of all people who went to someone’s website took some type of action. That means they picked up the phone and they called or they filled out a chat bot or a web form. Now it’s less than three percent. How is that even possible? What’s going on is consumer behavior is shifting from traditional search, which would, from a digital marketing perspective, be SEO and paid ads, to more to what you (Armando) do, as we’re seeing more and more reels and more and more, I’ll say Facebook reels, Instagram reels, more TikTok and the ads associated with that to drive qualified traffic.
“It doesn’t matter how they find you. It doesn’t even matter what business it is, at every moment of every day, we’re all at some stage of the buying cycle for something. You’ve got to get their attention. Now, if I need something, and I don’t have a referral or a relationship, and I’m in South Florida, it’s the middle of summer. If my air conditioning were to break, I would call my air conditioning guy. And he’d say, ‘Josh, I’d love to come by, but it’s the middle of summer in Florida, man, I’m really busy. I can’t get there for three weeks.’
“Am I going to wait three weeks to get my AC fixed? Of course, not. So what am I going to do as a consumer? I’m going to go to Google. I’m going to search for some permutation of air conditioning repair service to get search engine results. I’m in the buying cycle right now. Within the next five hours, somebody better be here and fix my AC, or it’s going to be a rough night. Roughly three percent of the population are buying now. So what about the 97 percent of the other people?
“The shifting consumer behavior is, it doesn’t matter how I found the air conditioning repair contractor. If it’s someone I never saw before, maybe I saw a billboard, maybe I heard a jingle on the radio, but if it’s someone that I’ve never dealt with, what am I going to do as a consumer? I’m not calling the first guy. I’m going to look at some reviews. Then, depending on what I see on reviews, I’m probably going to go to his website.”
“I’m going to go to their social media,” Leduc interjects.
“There you go. Some people are going to social media, some older people like me are going to their website,” Konigsberg replies. “Some people are going to go to YouTube. That’s what my kids are doing now. They’re in their 20s, they’re going to YouTube.
“What’s happening is, it used to be that 50 percent of people took an action — boom! They’re a lead. Now it’s all over the place before they make a decision. That behavior is critical for business owners to understand so they know how to leverage it.”
“Let’s talk about the people you help. I know it’s mainly attorneys. Is it every practice or is it a specific practice?” Leduc asks.
“It’s Law Firm Marketing Pros, we specialize in the legal niche. We tried playing around with some other categories of law and we found that our sweet spot, for whatever reason, maybe it’s the content that my content team got, but there are five categories of law that we help, and I won’t even talk to anybody else at this point. It’s personal injury, estate planning and elder law, family law, criminal defense, and immigration.”
“Talk about how you fell into that niche,” Leduc says.
“We were a generalist agency,” Konigsberg explains. “We’re in our 14th year now, and we were kind of stuck. And we’d get a bunch of clients, we’d lose some clients, and attrition is normal in the digital marketing arena. So we were kind of stuck, and we decided in late summer of 2019 that we needed a niche. When we looked at our client base, we had narrowed it down to three different niches: plastic surgery, dental, and law. We had more lawyers than anything.
“And the beautiful thing about lawyers, when you’re doing a great job for a law firm, they’re used to making referrals.” Konigsberg explains that his agency had a plastic surgery client, a dentist and an orthopedic surgeon. When he asked them, “Don’t you have any friends that can benefit from the work we’re doing for you? We’re crushing it for you. Your numbers are up 50 percent and 100 percent,” they told him he was their secret weapon and they weren’t telling anybody about him.
“That’s really their ego getting in the way,” he says. “Whereas attorneys, if I’m a family law attorney and one of my clients gets in a car accident, I can make a referral. They were used to making referrals, so that was one thing. That was late summer of 2019, and then I got invited to this roadmap event in Miami. I’m in Palm Beach County, it’s 90 miles away. And I went online. I did my research. I called up. But you know what, I’m going to Miami. I went to this event, and there was a remarkable group of people at that time. There were maybe 30 members, and it was the Seven Figure Agency group. We joined, and the first thing they told us was, ‘You’ve got to niche.’
“The law niche was the natural progression because about 50 percent of our clients in our legacy agency were lawyers. Then on top of it, you’ve got the referral aspect. And then to take it one step even further, let’s just say you’re a dentist in Jupiter, Florida, which is where our office is. Well, you’re going to have some level of exclusivity in Jupiter Florida. So that means I can have one dentist in Jupiter Florida. Guess what? I can have five attorneys in Jupiter Florida. So for us, it’s exponential growth in any one given market. All those factors came into play.”
“Tell me about some of the pain points attorneys have,” Leduc requests.
Konigsberg highlights a few issues, beginning with a consistent flow of qualified leads. “They spend exactly zero hours in law school studying marketing,” he notes. “The busier they get, the less time they have to network. What happens is their lead and case flow look like a sonogram with peaks and valleys because they do not have a marketing system. Without a good marketing system, you’re not going to get a consistent flow of qualified leads. The second thing I see is bad marketing. There are a lot of bad digital marketing agencies.”
Click below to listen to the full interview.
About Armando Leduc & Spaghetti on the Wall Podcast
Armando Leduc helps businesses generate leads, add clients, and increase revenue with his “Content into Clients” marketing approach. With over 20 years in the entertainment industry, including major motion pictures and series with leading actors such as Nicholas Cage, Will Smith, Ryan Reynolds, and Blake Lively, Leduc has mastered his craft and creates content that sets you apart, positioning you as an expert in your field.
He is the CEO of Leduc Entertainment, a personal branding and PR firm that offers a comprehensive suite of services designed to elevate your brand and drive success.
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.
Learn more about us on Facebook, LinkedIn, X, Instagram, and TikTok, and subscribe to our YouTube channel, Spotify, Amazon Music, and iHeart Radio Channels.
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/
