The Avalanche Podcast
Ready to stop just dreaming about starting a business? This podcast is your real-talk guide for entrepreneurs who felt totally unqualified, just like we did when we started out young, broke, and inexperienced with stars in our eyes! Each episode, we'll get real about the journey of entrepreneurship - the high highs, the low lows, and the many surprises. We share how we built a seven-figure digital agency and our version of the 'dream life,' proving that you don't need a perfect plan or fancy connections to make it happen.
Episodes
93 episodes
Marketing Momentum: Should You Delete Old Content for Better SEO?
Sometimes the best way to grow your content is to publish less of it. In this episode, Lance makes the case for auditing your website before you add anything new. Search engines and AI tools reward expertise and trust, so a site clu...
Marketing Momentum: Does Your Website Still Matter With AI Search?
Now that AI is in the mix, your website is more important than ever.In this episode, Lance explains why your website still matters, even as organic traffic drops. It's the place AI tools like ChatGPT, Gemini, and Claude learn about your ...
Marketing Momentum: Authority vs Freshness in AI Search
Two studies say opposite things about AI visibility. One says authority wins. One says freshness wins. Both are right, and both are incomplete. In this episode, Lance breaks down what these studies were actually measuring, why headl...
Marketing Momentum: The System Behind Every Business Growing Business
You do not rise to the level of your goals. You fall to the level of your systems.In this episode, Lance breaks down why marketing goals without a proven system behind them rarely produce results. You will hear how to identify who owns w...
Marketing Momentum: Why Smart Marketers Fall for the Wrong Playbooks
Copying what worked for a well-funded company is one of the most common traps in marketing. The tactic looks great on LinkedIn, but the tactic alone did not create the success.In this episode, Lance breaks down how to stop chasing playbo...
Marketing Momentum: Stop Making Vanity Updates to Your Website
Google created a fingerprint of your page the first time it crawled it. Every update since then gets compared to that original. If the difference is not meaningful, Google moves on. Lance explains what actually triggers Google to re...
Marketing Momentum: How AI Really Finds Answers (and why you're missing)
When you ask AI a question, you get one clean answer. What you don't see is that one prompt triggered up to 15 separate searches behind the scenes. If your content isn't showing up in those searches, you don't exist in the response.In th...
Marketing Momentum: SEO vs AEO is NOT a Debate
GEO, AEO, AI Search.The labels may keep changing, but the fundamentals haven't. In this video, Lance breaks down why answer engine optimization isn't a new game and what actually drives visibility across both traditional and...
-Cover.jpg)
Free Marketing Event in Grand Rapids — AI Search Decoded
If you've spent any time trying to figure out how to show up in AI search, you know how exhausting it is. That's why we've done the research for you. AI Search Decoded (Free Event)📆 May 20🕐 4-6 PM📍 R...
Marketing Momentum: Use AI to Diagnose an SEO Collapse
When traffic drops, don't just guess why.In this episode, Lance walks through a workflow using SEMrush and Claude that used to take days of manual work from a qualified SEO expert and now takes under an hour. You will hear ex...
-Cover.jpg)
Marketing Momentum in a Minute: Stop Publishing Good Enough Content
Good enough doesn't rank, and it never will.In this episode, Lance breaks down why most teams have a standards problem rather than a content problem, and what to do about it. You will hear a simple five step process for makin...
Marketing Momentum: How to Turn Sales Questions Into Your Best Website Content
Your sales team is sitting on a content gold mine. They may not even realize.In this episode, Lance breaks down why your website should be answering sales questions before your salesperson ever has to. The questions your team fields on e...
Marketing Momentum: March Madness and AI Scoring
The odds of a perfect March Madness bracket are 1 in 9.2 quintillion. If you actually know basketball, those odds improve to 1 in 120 billion. That gap is exactly how you should be thinking about AI and SEO.In this episode, Lance breaks ...
-Cover.jpg)
Marketing Momentum in a Minute: Why Your Title Tags Are Costing You Clicks
Most teams treat title tags like a one-time SEO checkbox. Write them once, move on, never look back.They are still a ranking factor. They are the first thing someone sees in search. And you only get 60 characters to make your case.
Filling the Pipeline and the Truck with Great Lakes Landscape Supply
What fills your pipeline is just as important as what fills your truck. In this episode, Avalanche Creative's founder, Lance Beaudry, and Sales & Marketing Lead, Keelie, sit down with Hallie Cook from Great Lakes Landscape Supply. ...
Marketing Momentum: Why Your Contact Form Isn't Converting
Getting someone to your website is hard. Getting them to fill out your contact form is even harder.In this episode, Lance explains why contact forms often create hesitation for visitors and how small changes can dramatically improve conv...
Marketing Momentum: AI Visibility is Inconsistent
Everyone wants to know if their brand is showing up in AI tools.New research from SparkToro shows AI recommendations are highly inconsistent. Ask the same question repeatedly, and you’ll likely get different brands in different orders ea...
Marketing Momentum: Alternative Pages - Your New Hot Lead Pipeline
Some of the highest-intent searches in Google include your competitors’ names. In this episode, Lance explains why alternative pages attract buyers who are already evaluating options. He breaks down how to structure honest compariso...
-Cover.jpg)
Marketing Momentum: Add a TL;DR
Most blog posts hide the real answer too far down the page.This episode covers a simple content upgrade that improves trust, engagement, and clarity in Google and AI search.Learn why skimmers matter, how summaries help search engi...
-Cover.jpg)
Marketing Momentum: Know What You're Up Against
Before investing in SEO, you need to know what you’re actually up against. This episode walks through a simple process to measure how competitive a topic really is using Semrush. Learn how to evaluate how much surface area competito...
Marketing Momentum: AI Visibility Scores Are Vibes, Not Signals
AI mention tracking tools promise visibility and influence, but most of them can't be verified. In this episode, Lance explains why AI visibility scores and citation metrics fail basic trust checks and what signals actually matter i...
-Cover.jpg)
Marketing Momentum: No Author = No Trust
This episode covers one of the most overlooked EEAT mistakes online: publishing expert content without making the expert obvious.Lance talks about why anonymous advice creates doubt for humans and weak signals for Google and AI.Su...
Marketing Momentum: Forget the Funnel. Build the Ecosystem.
This episode covers why the marketing funnel no longer reflects how people actually buy. Lance talks about the quiet lie behind funnel thinking and why buyers move in non-linear, unpredictable ways. You will hear why desig...
Marketing Momentum: Filter Chips
This episode covers a Google update that is already impacting local service visibility. Lance breaks down Google’s new filter chips and explains why businesses without clearly labeled estimate pages are getting filtered out.
Marketing Momentum: Roles with Goals
This episode covers how to shift your website from product-focused to role-focused.Lance explains why buyers identify as roles with goals and how websites lose conversions when visitors have to translate the message themselves. You will ...
