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Recycly is a UK-based IT Asset Disposition (ITAD) business providing secure IT lifecycle services, including asset recovery, certified data destruction, electronics recycling, refurbishment, reverse logistics, and sustainability reporting.
Operating in a highly specialised sector, Recycly serves organisations where compliance, traceability and operational efficiency are business-critical. As the company continued to grow, it recognised that its digital presence needed to reflect the same level of expertise and professionalism that customers experienced in its services.
The objective wasn’t simply to increase marketing activity. It was to build a stronger market presence, communicate technical expertise more effectively, and create a digital platform capable of supporting the company’s long-term ambitions.
Marketing within the ITAD industry is unlike marketing in most sectors.
Potential customers aren’t browsing for inspiration. They’re looking for a trusted partner capable of handling sensitive assets, regulatory compliance and complex operational processes. Every piece of communication must demonstrate credibility.
At the outset of our partnership, Recycly required a more structured approach to its digital marketing.
Achieving these goals required more than creative execution. It demanded a genuine understanding of the industry itself.
Rather than working as an external supplier, Retentia Eco Impact became an extension of Recycly’s internal team.
We invested time in understanding how the business operated, the challenges its customers faced, the terminology used throughout the industry, and the commercial priorities driving buying decisions.
This knowledge shaped every aspect of our work.
We refined website messaging to better communicate Recycly’s capabilities, ensuring technical services were presented in a way that was informative, commercially focused and accessible to decision-makers.
Rather than pursuing high-volume search terms, we developed an SEO strategy centred around the specialist topics and services prospective customers were actively researching.
This improved visibility whilst attracting visitors with genuine commercial intent.
We developed a consistent programme of educational content covering industry developments, compliance, sustainability, ITAD best practice and operational insights.
This positioned Recycly as a knowledgeable voice within the sector rather than simply another service provider.
Alongside website content, we managed an ongoing LinkedIn content programme featuring educational posts, industry commentary, branded creatives and video content designed to keep Recycly visible within the ITAD community.
As the relationship developed, our role expanded beyond individual campaigns.
We supported the business across website updates, product messaging, marketing collateral, creative design, email campaigns and wider digital marketing initiatives, providing consistent support as the business evolved.
Over the course of our partnership, Recycly established a significantly stronger digital presence within the ITAD industry.
Perhaps most importantly, the partnership created a strong strategic foundation for the company’s next stage of development.
As Recycly’s software offering expanded beyond a single solution into multiple specialist products, the business already had the digital authority, content ecosystem and market credibility required to support that evolution.
As Recycly’s software portfolio continued to grow, it became clear that marketing individual software solutions under a single company brand would no longer support the business’s long-term ambitions.
The next phase of our partnership focused on creating distinct product positioning for a growing software portfolio, including RecyclyERP, Recycly Asset Manager and Recycly Connect, establishing the foundations for a scalable product-led marketing strategy.
