We were lucky to catch up with Ashley Richards recently and have shared our conversation below.

Ashley, thanks for joining us, excited to have you contributing your stories and insights. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

E Squared Marketing started during one of the most defining seasons of my life. I had just had my babies, and suddenly every part of my identity felt like it was being questioned at once.
I was at a crossroads between being a working mom and becoming a stay at home mom. I loved my career, the creativity, the strategy, the problem solving, but I also wanted to be present in a way I had never needed to be before. Trying to fit myself back into a traditional work structure felt impossible. I remember sitting with that tension, knowing I did not want to choose one version of myself at the expense of the other.
The idea for E Squared Marketing came from that moment of conflict. I started asking myself different questions. Instead of asking how I could make work fit into my old life, I asked how I could build work that fit into the life I had now. The very next day, I started writing. Notes during nap time. Ideas in my phone while rocking a baby. Voice memos on walks with the stroller. Nothing was polished, but it was honest.

In the early weeks, my focus was survival and clarity at the same time. I had to figure out what kind of work I could realistically take on, how many hours I could commit, and what flexibility actually looked like in practice. I thought deeply about what I was good at, what people already trusted me with, and what kind of clients would respect both my expertise and my season of life.

From there, I moved into execution in small, manageable steps. I set up the business legally. I created simple service offerings that were outcome focused and not tied to being available around the clock. I built systems that allowed me to work efficiently without burning out. Most importantly, I gave myself permission to start before everything felt figured out.
The first months were a mix of exhaustion, fear, and confidence building. I was learning how to advocate for my time, price my work in a way that made sense for my family, and let go of the idea that success had to look a certain way. I was building a business in the margins of motherhood, and that forced me to be intentional about every decision.

E Squared Marketing launched because I refused to believe that becoming a mother meant shrinking my ambitions. It became a way to honor both my career and my family, and to prove that it is possible to build something meaningful without sacrificing who you are in the process. That belief is still at the core of everything I do today.

Ashley, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am Ashley Richards, the founder and CEO of E Squared Marketing. I started this company in 2018 and named it after my kids, Ellie and Eli, because my journey into motherhood deeply shaped how I wanted to work and what kind of business I wanted to build. Before launching E Squared Marketing, I spent years working in marketing strategy and execution, partnering with brands of all sizes and helping them connect their vision to real results. Over time, I realized the work I loved most was helping businesses clarify who they are, how they show up, and how they connect with their audience in a meaningful way.

E Squared Marketing is a full service digital marketing agency focused on making brands impossible to ignore. We specialize in building buzz that builds business through thoughtful strategy, creative execution, and intentional storytelling. Our work blends big agency experience with a boutique, hands on approach, allowing us to stay closely connected to our clients and their goals.

We offer a wide range of services including social media management and content creation, digital newsletter campaigns, paid ad management, influencer collaborations, branding, website design, graphic design, photography, and videography. Everything we do is customized. We do not believe in one size fits all marketing, and we design strategies that reflect the brand, the audience, and the business objectives behind the work.

The main problem we solve is misalignment. Many of our clients have strong offerings and clear vision, but their marketing feels scattered, inconsistent, or disconnected from how their business actually operates. We step in to create clarity, cohesion, and momentum. We help brands communicate with purpose, show up consistently, and turn attention into measurable growth.

What sets E Squared Marketing apart is how deeply we care about both the strategy and the people behind it. With over 40 years of combined experience, our team brings expertise, creativity, and transparency to every project. We are proactive, honest, and invested in long term success, not quick wins. We build marketing systems that are effective, sustainable, and aligned with real life capacity.

What I am most proud of is building a business that delivers real results while honoring flexibility, family, and balance. E Squared Marketing was built to support both ambitious growth and real life priorities, and that value shows up in how we work with our clients and with each other. I am proud of the trust our clients place in us and the partnerships we have built over the years.

What I want potential clients, followers, and fans to know is that we approach marketing as a true partner. We care about your business, your goals, and your experience. We believe marketing should feel intentional, supportive, and effective, not overwhelming or performative. Everything we create is designed to help you show up with clarity, confidence, and impact, while staying true to who you are.

How did you build your audience on social media?

I built my audience on social media by focusing on connection first and content second. From the beginning, I treated social media as a place to have real conversations, not just a platform to post and disappear.

When I started sharing consistently, my audience was small. I talked directly to the people I wanted to reach and worked hard to understand what they cared about, what they were struggling with, and what they actually wanted to learn. Once I stopped trying to speak to everyone and started speaking to a specific audience, growth felt more natural and meaningful.
Education and humor have always been a big part of my approach. I believe people come to social media to learn something, feel understood, or feel a little lighter in their day. Marketing can be overwhelming, so I focus on breaking things down in a way that feels approachable, useful, and sometimes funny. If someone walks away having learned something new or smiled, that content has done its job.

Authenticity is the foundation of everything. I share the behind the scenes, the lessons learned, and the realities of building a business while raising kids. I do not believe in showing up perfectly. I believe in showing up honestly. That transparency builds trust, and trust is what turns followers into a real community.

I also treat social media like a two way conversation. I respond to comments, engage in messages, and ask questions I genuinely want answers to. Listening to my audience has shaped the content I create and helped me stay aligned with what actually resonates. The more you engage, the more connected your audience feels.
For anyone just starting out, my biggest advice is to get clear on who you are talking to and why. Focus on the people who are already there instead of obsessing over follower count. Be consistent in a way that feels sustainable, share what you know, and do not be afraid to let your personality show. Education builds credibility, humor builds connection, and authenticity keeps people coming back.

Social media works best when it feels human. My audience grew because people felt seen, supported, and included, and that mindset continues to guide how I show up every day.

Any advice for managing a team?

Our team is made up of both in person and remote talent spread across the country, and building a strong culture has always been a priority. We are intentional about creating a connected, winning mindset community where everyone feels supported, valued, and motivated. We stay closely connected through regular team meetings, one on ones, and open communication, and we make a point to celebrate wins both big and small together. We also love to sprinkle in surprise and delight moments because recognition, joy, and feeling appreciated go a long way in building a team that genuinely cares about the work and each other.

Contact Info:

• Website: https://esquaredmarketing.com
• Instagram: https://www.instagram.com/ashleyrichardsaz/
• Facebook: https://www.facebook.com/AshleyRichardsAZ

Image Credits

Headshot: Shannon Lee Photography