The Avalanche Podcast

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 than forcing people through stages.   Subscribe to get every new episode.  #MarketingPodcast #BuyerJour...

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 #LocalSEO #GoogleUpdates #AvalancheCreative  Get these lessons sent straight to your inbox by subscri...

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, map out what they want, and build simple UX flows that guide them to the right page faster.   Subscrib...

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 output.  Subscribe to get every new episode. #MarketingPodcast #SEO #AIForMarketing #ContentMarketing #A...

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, we've got a seven-figure, remote agency, two kids, and we're on the path to early...

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 to create messages people stay with. Get these lessons sent straight to your inbox by subscribing to t...

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 buy. You will hear how to create content people want to follow, not just find.  Subscribe to get every...

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 that lead to real revenue, not vanity traffic. Subscribe to get every new episode.  #MarketingPodcast #SEO...

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 using real search data.  You will walk away with a simple way to focus your time on upgrades that bring...

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 lessons sent straight to your inbox by subscribing to our weekly newsletter . Get these lessons sent s...

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 away with a clearer way to think about brand trust, recognition, and the role they play in your SEO...

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 will walk away with a realistic approach to consistency that helps you create work that builds trust a...

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 to create stronger messaging.  Subscribe to get every new episode.  #MarketingPodcast #BrandMessaging...

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 look out for, which benefits to embrace, and which benefits to ask more questions about in this week’s...

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 yourprettypennies.com or @yourprettypennies on Instagram. Sign up for Chase Ink and receive amazing sign-up bonuses at...

Send us Fan Mail This question has been asked many times since the start of the 21st century: is automation going to take all of our jobs? The short answer? Some of them, yes. The long answer? Well, it’s a bit more complicated than that. Join Rayanne this week as she discusses this question as well as the implications that it has for business owners. Watch David Auter’s TED talk, “Will automation...

Send us Fan Mail Welcome back to Side Hustle School! Now that you’ve created your side hustle and you’ve decided who your ideal target audience is, you’re ready to get some customers and get the ball rolling. Join Rayanne and Lance this week as they discuss their favorite forms of marketing and their tips to get new costumers for your business. Sign up for Chase Ink and receive amazing sign-up bon...

Send us Fan Mail When it comes to growing your business, growing your team can be one of the hardest (but also most vital) parts. In this episode, Rayanne gets into the nitty-gritty of hiring - who to hire, when to hire, what you really need to know before hiring. Sign up for Chase Ink and receive amazing sign-up bonuses at https://www.referyourchasecard.com/21f/4PZX1PGXJ4  Start investing with Ac...

Send us Fan Mail Have you ever struggled with building habits, or don’t know what habits would help make your life easier? Look no further! Join Rayanne and Lance as they discuss their mindset around habits, the habits they’ve worked to build, and how habits have positively impacted the life they live. Learn more and start building your website with Basecamp at https://avalanchegr.com/base-camp ....

Send us Fan Mail Have you ever wondered what a professional athlete does after they retire in their thirties? In this week’s podcast episode, Lance and Rayanne get the inside scoop from professional hockey player turned real estate agent, Chris Summers, as he describes his career transition, the impact of the pandemic, and more. Follow Chris at @summersrealtygroup on Instagram! Sign up for Chase I...

Send us Fan Mail COVID-19 has forced many businesses to “fast-forward” their work from home policies throughout the past year. As a newly growing business and an intentionally “remote-friendly” team, Avalanche Creative has faced some unique challenges during the work from home “revolution” that we’re ready to share with you. Join Lance and Rayanne as they talk about working from home, building a t...

Send us Fan Mail With the world going virtual over the past year, networking online has become more and more important! LinkedIn has grown from an online resume to a full blown social network - from hundreds of users, thousands of posts, and dozens of daily job postings, it can be pretty intimidating and hard to stand out. Join us on this episode to learn how to spruce up your LinkedIn profile, ga...

Send us Fan Mail If you’re a business owner or entrepreneur and thinking about hiring your first employee, listen to this episode before you make one more move! Hiring is an exciting, major, and necessary step in the growth of your business, but it is also one of the hardest and scariest! Between trusting someone else with your baby to the endless HR regulations, laws, and paperwork, hiring your f...

Send us Fan Mail Happy Birthday, COVID-19! Can you believe it’s already been a year? Yeah, us neither. However, despite all of the uncertainty that this past year has held, there are plenty of silver linings. Join Rayanne and Lance as they talk through the past year of growing Avalanche Creative, navigating through a crisis, and more.  Learn more and start building your website with Basecamp at ht...

Send us Fan Mail Despite some opinions, email marketing is far from dead! In fact, HubSpot has shared that for every $1 you invest into email marketing, you get a $38 return - that’s a 3800% ROI! Join us as we delve into what email marketing is, how to grow your list, and how to use this key digital marketing tool effectively. Acorns: https://www.acorns.com/invite/?code=AAWV7E Base Camp: https://a...