PODCAST · business
The Avalanche Podcast
by Rayanne Beaudry
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
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How Not to Design Like AI
Send us Fan Mail AI can build a great-looking website—but when everyone uses the same tools, everything starts to look the same. We’re breaking down the telltale signs of an AI-built design and how to make sure your website still feels unmistakably yours. Want to spot the AI tells on your own…
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How to Find SEO Quick Wins in Google Search Console
Send us Fan Mail Adding more content is the default answer to flat search traffic. It's rarely the fastest one. Lance walks through an old-school tactic: open Google Search Console, find the high-intent queries where you already rank between positions 11 and 30, and rebuild that page until it...
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AI Gave Your Team Time Back. Don't Spend It on More Content.
Send us Fan Mail 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 why production is becoming abundant while...
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Zero-Click Search: Why Your Website Still Earns the Right Clicks
Send us Fan Mail 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 walks through why zero-click searches often…
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Repetition Works: Why Your Message Isn't Landing Yet
Send us Fan Mail 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 every page and touchpoint a buyer...
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UI vs UX: What Cake Teaches Us About Your Website
Send us Fan Mail 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 on your own site this week. Follow…
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Marketing Momentum: Why Google's AI Overview Gets Your Business Wrong
Send us Fan Mail 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 required. Nobody at the company wrote that...
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Marketing Momentum: How Fast You Decide Is Your Competitive Advantage
Send us Fan Mail 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 patterns that make progress difficult, the...
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Marketing Momentum: Improve Your Website in 90 Days Without a Redesign
Send us Fan Mail 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 redesign. He walks through the quarterly rock...
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Marketing Momentum: How to Get More Referrals From Your Customers
Send us Fan Mail 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 welcomed the whole family. They weren't...
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Marketing Momentum in a Minute: The Free Tool That Connects Website Changes to SEO Results
Send us Fan Mail 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 and overlay them directly against performance...
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Marketing Momentum: Can AI Replace Your Marketing Team?
Send us Fan Mail 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, which is business growth. He shares an...
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Marketing Momentum: Why AI Is Making Marketing Harder, Not Easier
Send us Fan Mail 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't replicate, from lessons learned to...
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Marketing Momentum: Should You Delete Old Content for Better SEO?
Send us Fan Mail 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 cluttered with thin or outdated pages can hold your...
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Marketing Momentum: Does Your Website Still Matter With AI Search?
Send us Fan Mail 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 business and decide whether to recommend...
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Marketing Momentum: Authority vs Freshness in AI Search
Send us Fan Mail 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 headline-reactive marketing gets teams into trouble,...
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Marketing Momentum: The System Behind Every Business Growing Business
Send us Fan Mail 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 what, which weekly activities are actually...
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Marketing Momentum: Why Smart Marketers Fall for the Wrong Playbooks
Send us Fan Mail 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 playbooks that were never meant for your…
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Marketing Momentum: Stop Making Vanity Updates to Your Website
Send us Fan Mail 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-evaluate your content, walks through what…
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Marketing Momentum: How AI Really Finds Answers (and why you're missing)
Send us Fan Mail 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 this episode, Lance breaks down how AI...
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Marketing Momentum: SEO vs AEO is NOT a Debate
Send us Fan Mail 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 AI search. Get these lessons sent straight to your…
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Free Marketing Event in Grand Rapids — AI Search Decoded
Send us Fan Mail 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 📍 Rickhouse @ Long Road Distillers RSVP Now -...
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Marketing Momentum: Use AI to Diagnose an SEO Collapse
Send us Fan Mail 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 exactly how to export ranking data, upload it into…
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Marketing Momentum in a Minute: Stop Publishing Good Enough Content
Send us Fan Mail 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 making sure every page you publish is actually worth…
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Marketing Momentum: How to Turn Sales Questions Into Your Best Website Content
Send us Fan Mail 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 every call are exactly what buyers are...
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Marketing Momentum: March Madness and AI Scoring
Send us Fan Mail 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 down why handing AI a prompt and hoping…
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Marketing Momentum in a Minute: Why Your Title Tags Are Costing You Clicks
Send us Fan Mail 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. In this episode, Lance walks through the exact...
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Filling the Pipeline and the Truck with Great Lakes Landscape Supply
Send us Fan Mail 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. They are one of Michigan's leading landscape…
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Marketing Momentum: Why Your Contact Form Isn't Converting
Send us Fan Mail 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 conversion rates. Learn how to reduce…
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Marketing Momentum: AI Visibility is Inconsistent
Send us Fan Mail 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 each time. In this episode, Lance explains…
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Marketing Momentum: Alternative Pages - Your New Hot Lead Pipeline
Send us Fan Mail 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 comparisons, clarify fit, and position your brand without...
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Marketing Momentum: Add a TL;DR
Send us Fan Mail 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 engines understand your content, and how this small...
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Marketing Momentum: Know What You're Up Against
Send us Fan Mail 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 competitors own, decide whether a campaign makes sense…
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Marketing Momentum: AI Visibility Scores Are Vibes, Not Signals
Send us Fan Mail 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 instead. You will hear how to track AI referrals,...
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Marketing Momentum: No Author = No Trust
Send us Fan Mail 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. Subscribe to get every new episode....
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Marketing Momentum: Forget the Funnel. Build the Ecosystem.
Send us Fan Mail 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 designing for re-entry, recognition, and trust works better…
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Marketing Momentum: Filter Chips
Send us Fan Mail 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. Subscribe to get every new episode. #MarketingPodcast...
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Marketing Momentum: Roles with Goals
Send us Fan Mail 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 hear how to identify your top buyer roles,...
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Marketing Momentum: The Cold Start
Send us Fan Mail This episode covers how to break the cold start in your marketing. Lance talks about the blank page problem and how AI helps you find your footing faster. You will hear how to turn rough drafts into direction, uncover gaps in your content, and build a smoother path from idea to...
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If we can build a business...you can, too!
Send us Fan Mail We're finally bringing the podcast back after a 4.5-year break to share the messy, real-life journey of starting a business. If you want to be an entrepreneur but don't think you're ready, this is for you—we started out broke, in debt, and had no idea what we were doing! Now…
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Marketing Momentum: Hook, Line, and Sinker
Send us Fan Mail This episode covers a simple framework for writing content that pulls people in. Hook, Line, and Sinker is a structure that helps your content stop the scroll, build tension, and guide people to a meaningful next step. You will hear how emotion, conflict, and action come together...
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Marketing Momentum: The 211 Problem
Send us Fan Mail This episode covers why the best marketing plays the long game. Lance breaks down DreamData’s new study that shows the average B2B buyer journey is 211 days. He explains why most of the decision happens quietly and how to build content that earns trust before someone is ready to...
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Marketing Momentum: Volume Over Value
Send us Fan Mail This episode covers why keyword volume is not the metric that matters most. Lance breaks down the trap of chasing high-volume keywords and explains why low-volume, high-intent searches often bring the best customers. You will walk away with a simple way to prioritize keywords…
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Marketing Momentum: Improve Before Starting New
Send us Fan Mail This episode covers how to grow by improving what you already have. Lance talks about why your next marketing win often comes from refining existing content rather than creating something new. He breaks down how to identify pages with early traction and how to strengthen them…
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Marketing Momentum: The Recipe Vs. The Meal
Send us Fan Mail This episode covers why your marketing should focus on the experience, not the features. Lance explains why most teams talk about their product like a recipe card when customers care about the meal. You will hear how to uncover the human stories behind what you sell and use them…
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Marketing Momentum: Sucking Is Better Than Skipping
Send us Fan Mail This episode covers the power of showing up consistently. Lance shares what running 600 miles taught him about marketing and why steady effort beats motivation. You will hear how to build habits that keep your marketing moving forward, even on days when the work feels hard. You...
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Marketing Momentum: Visibility vs Preference
Send us Fan Mail This episode covers why preference matters more than visibility. Lance explains why brands are focused on AI search visibility while overlooking the part that actually drives demand. You will hear how to build a reputation that people choose before they ever search. You will walk...
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Marketing Momentum Introduction
Send us Fan Mail This episode covers what you can expect from the Marketing Momentum episodes. Lance shares why this exists and what you will hear each week. The focus is simple: honest marketing guidance, clear SEO thinking, and real stories from working with service-based businesses. Get these...
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Vanity Workplace Benefits - Episode 58
Send us Fan Mail Did you know that there are more job openings in the United States right now than there has ever been in history?! Crazy, right? So, how do you break through the noise as a job-seeker or employer? It’s all in the benefits. Join Rayanne and Lance as they discuss which benefits to...
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Interview with Tara Jones-Williamson from Your Pretty Pennies - Episode 57
Send us Fan Mail Today Lance and Rayanne are joined by financial success coach, Tara Jones-Williamson from Your Pretty Pennies. Check out this episode to learn about the biggest money mistakes you’re probably making, easy ways to improve your finances, and more. Check out Tara at...
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ABOUT THIS SHOW
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.
HOSTED BY
Rayanne Beaudry
CATEGORIES
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Frequently Asked Questions
How many episodes does The Avalanche Podcast have?
The Avalanche Podcast currently has 106 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is The Avalanche Podcast about?
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...
How often does The Avalanche Podcast release new episodes?
The Avalanche Podcast publishes regularly with 106 episodes available. Check the episode list for the typical release schedule.
Where can I listen to The Avalanche Podcast?
You can listen to The Avalanche Podcast on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts The Avalanche Podcast?
The Avalanche Podcast is created and hosted by Rayanne Beaudry.
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