Mastering Online Market Share in the Custom Closet Industry: A Guide for Professionals
- Heather Fedewa
- Jan 17
- 3 min read
If the first step in any sales process is prospecting, all sales professionals should be taking a closer look at where their prospects are coming from. This goes far beyond asking, "How did you hear about us?" It’s time to delve into what we, as sales professionals, are doing— consciously —to thrive in the custom closet industry.
More than once, I have had a company owner come to me with zero market share. Sound familiar? In hindsight, isn’t that where we all start? This is exactly why huge corporations saturate the internet with sponsored ads and dominate Google rankings. They understand how time-consuming organic growth can be—and when done ineffectively, just how much time (and money) it can waste. If time equals money, then upfront investment often makes sense.
Don’t check out on me just yet. If you’re a new company or you aren’t hitting the business volume you want, chances are you’re lacking the upfront capital to grease the wheels. That’s where this article comes in.
The time to start claiming your market share is today. Far too many custom closet companies miss the mark on free and available ways to promote their businesses. Let’s skip the in-person methods for now. This is about evaluating your strengths, weaknesses, and opportunities online.
Strengths: Maximize What You’ve Got
If you have a business profile online and are consistently contributing to it, you’re already ahead of the game. But are you doing it strategically?
Daily Contributions: Your business profile should be active daily, with content cross-posted to multiple platforms.
Relevant Content: Focus on showcasing your expertise in custom storage solutions, from closets and garages to Murphy beds, home offices, wine storage, and beyond.
Keyword Optimization: Speak to the Google algorithm while connecting with potential clients searching for your services.
Visual Appeal: Use scroll-stopping images and videos. If you wouldn’t click on it, why would anyone else?
Weaknesses: Address the Gaps
Be honest about what’s holding your business back online:
No Dedicated Profiles: If your business doesn’t have specific social media or online profiles, start creating them, the time is now.
Inconsistent Posting: Sporadic posts don’t cut the algorithms must haves list. Make consistency your mantra.
Off-Brand Content: Ensure everything you post is tied to how you serve your community through your offerings. Closets Closets Closets.
Lack of Visuals: Text-only posts are a missed opportunity. Invest in great visuals that assists in telling your story. No dizzying, mysterious posts, you want people knowing what you can do for them.
Opportunities: Leverage Free Platforms
Everyone has equal access to online platforms, but not everyone uses them effectively. Here are some you can’t afford to ignore:
Google Business Listing: Verify it and make sure it’s optimized to boost your local visibility.
Facebook Business Page: This is your storytelling hub. Be descriptive and engaging to attract organic followers.
Instagram: Let your creativity shine. Post stunning visuals that showcase your personality and design skills.
LinkedIn: Don’t underestimate this professional network. Every connection you’ve made has a closet—capitalize on that.
HOUZZ: This platform is gold for clients building or remodeling homes. Encourage them to leave reviews here.
Pinterest: Inspire others with creative storage solutions and aspirational designs. Make your work a must-have while making your name a must know.
Meeting Clients Where They Are
Online platforms may feel worlds apart from traditional networking methods like shaking hands, passing business cards, wrapping vehicles, & leveraging home shows. But the truth is, most potential clients are scrolling through their phones on their favorite sofa. To get their attention, meet them where they are. Show them who you are, what you do, and why you’re the best at it.
Get conscious around your online presence. Assess your strengths, tackle your weaknesses, and fill in the gaps to maximize your online brand. The opportunities are there for the taking and the analytics will speak for themselves!
Wishing you more closed closets and opened opportunities this year!
Sales Training | Workshops | Professional Speaking
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