Social Media Marketing That Scales Waste & Recycling Companies

The Challenge:

ECO Waste Services had built a strong B2B foundation through referrals, RFPs, and traditional outreach. But as they prepared to launch innovative food waste programs and technology, their digital presence no longer matched their forward-thinking approach.

To support future growth and attract a new generation of clients, ECO Waste needed to:

Refresh their brand to stand out in a dated industry

Use social media to showcase innovation and thought leadership

Reconnect with past and current clients

Generate and track inbound leads

Create educational content to position themselves as leaders in waste innovation

Today’s waste and recycling companies face growing pressure to evolve. A strong digital strategy helps turn expertise into opportunity – and ensures sustainability leaders don’t go unnoticed.

Phase 1: Website Optimization for Inbound Growth

Approach: Content, SEO & Lead Capture Tools

To prepare for lead generation and future digital campaigns, the website was updated to reflect the company’s values, services, and modern capabilities:

  • SEO-optimized copy highlighting food waste, organics, and sustainability services
  • Clear calls-to-action and a lead-generating chatbot
  • A blog strategy aligned with target keywords and industry topics
  • Landing pages to support webinar promotions and lead magnets

 

Results:

  • Higher engagement and reduced bounce rate
  • Doubling of lead conversions within the first 30 days
  • Improved visibility in search results related to food waste solutions

Phase 2: Reviving the Brand on Social Media

Approach: Branded Content + Consistent Visibility

A complete social media strategy was rolled out across LinkedIn, Facebook, and Instagram to reintroduce the company and highlight its solutions:

  • Weekly posts educating audiences on food waste and diversion
  • Reels, tips, and compliance-focused content for businesses
  • New visuals aligned with a refreshed brand tone

 

Results:

  • 60% increase in social media profile visits
  • 4x engagement growth across LinkedIn and Facebook
  • New inquiries from businesses who had never engaged before

Phase 3: Lead Magnet – Free Food Waste Calculator

Approach: Value-Driven Tool to Attract Qualified Leads

To support the launch of a new food waste service, a simple, high-impact lead magnet was created:

  • Free Food Waste Calculator to help businesses estimate waste volumes and cost
  • Tied savings opportunities directly to service offerings
  • Promoted through email campaigns, blog content, and social media posts

 

Results:

  • 22% lead conversion rate from calculator users
  • Increase in demo bookings and consultations
  • Strengthened positioning as a solutions-based sustainability partner

Phase 4: Re-Engagement Campaign – “Hey, Long Time No See!”

Approach: Targeted Email + SMS Campaign

To reconnect with inactive and past clients, a re-engagement campaign delivered:

  • “Reduce Food Waste, Save More” promo with a limited-time offer
  • Educational emails on compliance, cost savings, and climate impact
  • Links to webinars and blog articles to reestablish thought leadership

 

Results:

  • 32% open rate on re-engagement emails
  • 18% of past clients booked a consultation
  • Increased visibility of new services among existing contacts

Phase 5: Launching a Learning Hub for Education & Impact

Approach: Online Training, Certification & Lead Generation

To lead through education, a branded Learning Management System (LMS) was introduced:

  • Self-paced courses on food waste, diversion, and climate impact
  • Staff training modules for clients and partners
  • Certifications to help businesses meet sustainability compliance goals

 

Results:

  • 50+ users completed onboarding in the first two weeks
  • Positive feedback from clients using the system for internal training
  • New lead generation channel through educational outreach

Final Results

60% increase in social engagement

18% reactivation of past clients

Website conversions doubled in 30 days

Strong inbound funnel built with blog, chatbot & calculator

Positioned as a modern, values-driven leader in waste innovation

ECO Waste Services shows how a traditional B2B business can modernize, attract new clients, and scale through social media marketing, content, automation, and sustainability messaging. Want social media marketing that positions your brand for the future?

Let’s Talk.