Counting Repeated Words in a Cell

I have a similar issue with counting repeated words in a single cell.

I have a list of equipment in a single cell that clients have hired. It looks like this:

A1: projector, microphone, laptop etc

Sometimes they hire more than one of the same thing like this (a different client for each row)

A1: projector, projector, microphone, laptop
A2: microphone, projector
A3: projector, projector

I then need to count the total number of each piece of equipment in the data range $A:$A. So I am using the COUNTIF function to count the number of times a word appears (in this case 'projector') in the data range $A:$A but it will only count each cell once instead of counting each word once.

HELP!!