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
104 episodes
AI Gave Your Team Time Back. Don't Spend It on More Content.
Marketing work happens ten times faster than it did two years ago. Results have not followed. Lance breaks down the gap between activity, output, and outcome, and why the default response to AI-driven capacity is the wrong one.He covers ...
Zero-Click Search: Why Your Website Still Earns the Right Clicks
68% of US Google searches now end without a click. On this episode of Marketing Momentum, Avalanche founder Lance Beaudry makes the case that the headline stat is misleading and that your website matters more in 2026, not less.Lance walk...
Repetition Works: Why Your Message Isn't Landing Yet
Most companies abandon a message right when the market is starting to learn it. Lance explains why, using the classroom routine his four-year-old picked up in three days, and walks through how to choose one core idea and reinforce it across eve...
UI vs UX: What Cake Teaches Us About Your Website
A website that looks good and a website that works are two different things. Lance breaks down the difference between UI and UX using an analogy Jordan Grooters shared from Nielsen Norman Group, then walks through a two-layer audit you can do o...
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Marketing Momentum: Why Google's AI Overview Gets Your Business Wrong
You can't edit an AI Overview, but you can improve what it reads.Lance opens with a client screenshot and one line: "This isn't true." Google had confidently told searchers a service was available at 2,000+ locations with no referral req...
Marketing Momentum: How Fast You Decide Is Your Competitive Advantage
The companies that win are not always the ones with the biggest budgets.In this episode, Lance draws on 12 years of strategy meetings to describe what separates companies with momentum from companies that stall. You will hear the five pa...
Marketing Momentum: Improve Your Website in 90 Days Without a Redesign
What phrase has Lance heard most in 12 years of running an agency? "I wish we would have started sooner."In this episode, Lance breaks down why website opportunities sit untouched for years and what to do instead of a giant yearly redesi...
Marketing Momentum: How to Get More Referrals From Your Customers
The most valuable marketing often starts after someone becomes a customer.A few weeks ago, my family and I were invited to a customer appreciation night at a Whitecaps game. The company that financed my house covered tickets, food, and w...
Marketing Momentum in a Minute: The Free Tool That Connects Website Changes to SEO Results
Most teams have no reliable way to connect website changes to performance data. That is the problem Lance built Page Pulse to solve. In this episode, Lance walks through Page Pulse, a free tool he built to track changes on web pages...
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Marketing Momentum: Can AI Replace Your Marketing Team?
AI can help you build the plane, but it still can't fly it.In this episode, Lance breaks down what AI can and can't do for your marketing. It will design websites, write copy, and build reports, but it can't own the outcome that matters,...
Marketing Momentum: Why AI Is Making Marketing Harder, Not Easier
AI can help you publish faster, but it can't make you stand out.In this episode, Lance breaks down why the barrier to good-enough marketing has collapsed and why that's a problem when everyone uses the same tools. He explains what AI can...
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...
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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...
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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 ...
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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.
