Creating Orbiters: The Beauty of Network Gravity
I don’t like the term “lurkers.”
There’s something about it that screams negativity, maliciousness, and a bit of creepiness.
Why would we want to mark the people silently checking out our content with these adjectives?
I’ve got a different way to think about it. And while this article isn’t going to provide revolutionary marketing ideas, the shift in mindset might help you with your content creation.
Orbiters & Network Gravity: A Different Way of Thinking About Content
A few years ago, I ran a series called “Coffee with Chris.”
I’d create videos for LinkedIn, that only lasted a few minutes, but shared some of my thoughts on various topics.
It was literally me walking around with a cup of coffee in one hand, and my cell phone recording in another.
The only way it could have been done with a lower budget and production value would have been if I used an Android. But I’m not a barbarian, right?
The series did ok, given my follower count, but didn’t take off like I’d hoped. So I slowly stopped creating the videos.
A month later, I got four messages from different people, all asking why I stopped.
Here’s the thing…NONE of them engaged with any of the videos.
How was I supposed to know they liked it?
I mean, throw a creator a bone, right?
These people were following my content, yet not engaging by any means. With two of them, I don’t even remember how we’d connected.
So that’s case one. Case two made itself apparent when I started my own coaching business.
For months before going fully solo, I created content in various forms. I had a podcast, social content, a blog, and joined webinars.
Then sales conversations started to trickle in. But what surprised me was that while I didn’t recognize any of the names, all of them said they’d been enjoying my content.
So now we have two separate but similar instances.
And this is what got me thinking about “Orbiters.”
1. Understanding Orbiters
First, I didn’t create the term Orbiters.
Some scientists probably did. But in the way we’re going to discuss it, it was probably a marketer.
I’ve seen it pop up on Reddit and in a LinkedIn post.
Orbiters are individuals who consume your content regularly but do not actively engage by liking, commenting, or sharing.
They are the silent majority in your audience who follow your updates, read your articles, watch your videos, and listen to your podcasts without making their presence known.
Despite their lack of visible interaction, and how annoying that can feel, orbiters are crucial because they make up a significant portion of your potential customer base.
The Value of Orbiters
Orbiters might not engage directly, but their value lies in their silent consumption. Here’s why they matter:
Brand Awareness
Orbiters significantly contribute to brand awareness. Every time they view your content, they increase your reach and visibility. Even without active engagement, their consumption of your content helps to spread your brand message organically.
Take LinkedIn. Every time someone stops over your content or hits the ‘see more’ button, it sends a pulse through the algorithm that says people are reading. It also shows them more of your content in their feed.
Impressions don’t directly translate to revenue, but it helps with spreading your reach.
Same with SEO and other channels. Eyes on content = more eyes on content.
Credibility and Trust
Orbiters often turn into advocates who silently endorse your brand. Their continued consumption of your content suggests they find value in what you offer, which indirectly enhances your credibility.
Over time, as they see more of your content and recognize your expertise, they develop trust in your brand. This trust can lead to eventual engagement or purchase, even if it takes longer compared to more active audience members.
As we move into this trust economy, where the businesses with the most trust are the ones that will win, this is critical.
It also leads to…
Word of Mouth
Word of mouth doesn’t only mean that people are talking about you. It also means they’re talking about the problem the way you do.
When they consume more of your content, they start to see the world the way you see it. They start reusing the stories and metaphors and thinking about the problem the same way.
So now, when they bring up their problem, they bring it up with the words you’re using to describe it. And when others research the problem, they inevitably turn to you because of the unique way you approach the topic.
2. Misconceptions Around Orbiters
Before we dive into the rest of this article, I think it’s important to dispel some misconceptions that could leave you thinking orbiters are less than useful.
Misconception 1: Orbiters are not valuable
The lack of engagement does not equate to a lack of interest or value. Orbiters can be highly valuable as potential customers or advocates. They’re often in the consideration stages of the buying cycle and can eventually turn into customers.
Misconception 2: Engagement is the only metric that matters
Yes, impressions can be a vanity metric. But like with all metrics, it depends on what you do with the information.
While engagement metrics like likes, comments, and shares are important, they don't capture the full picture of your audience’s behavior. Orbiters contribute to your overall reach and influence.
Likes, comments, and shares don’t equate to revenue on their own either.
Misconception 3: Orbiters are indifferent
Many orbiters are deeply interested and invested in your content. Their silence often reflects a more passive consumption style rather than indifference.
Their silence doesn’t mean your content sucks. It means they’re not the type of buyer who wants to openly engage.
3. The Concept of Network Gravity
OK. Now that we’ve got an idea of what orbiters are, we need to get into a concept that helps you draw them closer in.
Network gravity refers to the magnetic pull your brand or content has within a network, drawing people towards it even if they don't initially engage.
It's about creating an attractive force that makes your brand an inevitable part of the conversation within your industry or niche.
Think of it as the gravitational force in a solar system, where your brand is the sun, and orbiters are the planets and asteroids drawn towards you.
We’ll discuss content in a bit, but it’s worth noting here as well: If you can help your orbiters grow, they create some gravitational pull as well, making them easier to be pulled towards you. Ultimately, when you create value in their world, it creates a bond that makes it more likely they’ll engage.
4. The “Science” Behind Network Gravity
Network gravity works on the principles of visibility, influence, and duration. Here’s how it operates:
Visibility:
The more places your brand appears, the stronger its gravitational pull. Consistent presence across various platforms increases the likelihood of being seen by potential orbiters.
While this means an omnichannel approach is desirable, that’s only if you can pull it off. It’s better to be highly visible on a few channels your target audience loiters than being moderately visible everywhere.
Influence:
Your content’s quality and relevance enhance your brand's gravity. High-value content that resonates with your target audience strengthens your influence and makes your brand more attractive.
Network gravity is built through strategic efforts to ensure your brand is omnipresent and consistently delivers valuable content.
This is where you talking about the problem with incredible clarity pays off.
Duration
I first heard the term “time on brand” from Sharran Srivatsaa. Smart dude. Look him up.
The idea is that people need to spend a certain amount of time consuming content before they’ll take the next steps with you. This is the trust-building stage.
It’s easiest to view this in an example, so let’s assume people need 5 hours of time on brand before they take next steps with you.
This could include four 30-minute podcasts, four 15-minute YouTube videos, six blog posts, 24 LinkedIn posts, and a 45-minute webinar.
There are ways to track this, but often, you’ll have to estimate. Regardless, the longer someone spends with your brand, the more likely they are to work with you.
5. Creating Network Gravity
So, how can we increase our own network gravity?
Consistency is Key
Stealing a concept from Alex Hormozi: aim to play games where if you wait, you win.
But what does that mean?
It means you need to maximize consistency by taking the smallest step that will eventually lead to success and do it over and over and over.
If you can manage a bigger step and still do it consistently, success will come faster.
When it comes to your network gravity, being present on multiple platforms regularly helps reinforce your brand’s presence and keeps you top-of-mind for your audience.
Here are some ways to maintain consistency:
1. Follow a Content Schedule:
Develop a content calendar to plan and schedule your posts across different platforms.
Build the habit of publishing. Repurpose content. Repost the good stuff.
Create the content people want to consume, that you want to create.
2. Cross-Platform Presence:
Ensure your brand is visible on key platforms where your audience spends time (e.g., social media, blogs, podcasts, YouTube).
Do not waste time on platforms because someone told you to publish there. Publish only where your audience is. Otherwise, you’re only making it harder to maintain consistency by adding useless channels.
3. Frequency:
Post regularly, but maintain a balance to avoid overwhelming your audience. Consistent posting builds anticipation and loyalty.
Quality control often dictates quantity control. When mass-producing content, it often gets watered down. So again, find the balance for each platform.
Provide Quality Content
And speaking of quality, high-quality content is the cornerstone of strong network gravity. Your content should be valuable, relevant, and engaging. If not, you’re going to maintain any gravitational pull.
The content we need is valuable, authentic, and digestible.
Value-Driven Content
The primary aim of your content should be to offer real value to your audience. This means addressing their pain points, answering their questions, and providing actionable insights.
High-value content establishes your brand as a trusted source of information and keeps your audience coming back for more. Here are two examples you can use.
Educational Content: Create content that educates your audience. This could include how-to guides, tutorials, case studies, and industry reports. For instance, HubSpot Academy offers free courses that not only educate users but also position HubSpot as an authority in inbound marketing.
Be wary when creating educational content that already exists. You need to provide “information gain” or new perspectives with the content. Otherwise, you risk it sounding like everyone else.
Problem-Solving: Focus on content that helps your audience solve specific problems. This approach builds trust and shows that you understand their challenges.
When it comes to the core problem you solve for, most potential customers notice the symptoms before they understand the problem. Problem-solving content can provide relief from the symptoms to drive them toward your bigger solution.
Authenticity
Being Genuine: Authenticity resonates with audiences. People are more likely to engage with content that feels real and relatable. Authentic content reflects your brand’s personality and values, fostering a deeper connection with your audience.
I’ve witnessed a lot of content creators who’ve lost their way, seeking likes and attention from the largest audience possible. While the engagement will stroke your ego, it’s not going to translate to customers.
And while we’re not necessarily optimizing purely for orbiters, they’ll fall out of your network gravity pretty quick.
Transparent Storytelling: Share your brand’s journey, including successes and challenges. Authentic storytelling, as used by Airbnb in their "Belong Anywhere" campaign, can humanize your brand and create a sense of community.
Share the actual events that got you to where you are. People want to hear that side of you. And as a bonus, your story is one only you can tell.
Diverse Formats
There are multiple ways to create digestible content, but the easiest is by using various content formats.
Different people prefer different types of content, so diversity can give you an edge, especially when learning what your audience prefers.
I don’t want to spend a lot of time on formats, but here are some examples:
Videos: Create how-to videos, behind-the-scenes looks, or live streams to engage visual learners.
Blogs: Write in-depth articles, listicles, and guides that provide valuable information and insights.
Podcasts: Host podcasts to share expert interviews, discussions, and stories that cater to auditory learners.
Infographics: Design visually appealing infographics that summarize key information and data in an easy-to-digest format.
Leveraging Your Network
Your network gravity extends past your content and the people consuming it. It also includes the potential partners and evangelists you can work with to extend your reach.
When I ran the first All-In Agency Summit, I knew it would be a slog to get people to show up. So I found other presenters who work with the same audience and we all promoted the event.
Seeing the graphics and posts for the Summit all over LinkedIn made it harder to ignore, and we increased signups substantially compared to what I could have done solo.
So, how can leverage our network?
Collaborations
Collaborating with influencers, industry leaders, and complementary brands can significantly enhance your network gravity.
When collaborating, find people who work with a similar audience, but aren’t in direct competition with you. This will make it easier for you to support each other.
It also ensures you’ll reach the right people with your content.
Here’s how to make collaborations work:
Identify Key Partners
The success of a collaboration hinges on choosing partners that align with your brand’s values and target audience.
Values Alignment: Ensure that the potential partner shares similar values and principles. This alignment helps in creating authentic and cohesive content that resonates with both audiences.
You don’t need to be perfectly in sync, but you need to be on the same page.
Target Audience Overlap: As previously stated, look for partners who have a similar target audience. This overlap maximizes the impact of your collaboration by reaching a broader yet relevant audience.
Reputation and Influence: Consider the partner’s reputation and influence within the industry. Collaborating with reputable and influential partners can enhance your brand’s credibility and reach. Collaborating with brands of ill-repute can be a death sentence.
For a non-B2B example, Nike often collaborates with athletes who embody their brand values of perseverance and excellence. This alignment enhances Nike’s brand image and reaches the audience they want buying their products.
For a B2B example, Airbnb collaborates with local hosts who share their values of hospitality and unique experiences, ensuring their partnerships feel authentic and resonate with travelers.
Prioritize Mutual Benefits
I’m a firm believer in positive-sum games. If there’s a way we can all win, I’ll take that path nearly every time.
Successful collaborations should offer value to both parties.
Co-Branded Content: Develop co-branded content such as blog posts, videos, or social media campaigns. This shared content can tap into both audiences and provide value through diverse perspectives.
Cross-Promotions: Implement cross-promotional strategies where each partner promotes the other’s content, products, or services. This mutual promotion increases the visibility and credibility of both brands.
HubSpot collaborates with marketing experts to co-create educational content, webinars, and courses, providing value to their audience and enhancing the experts’ visibility.
Databox is another great example. The team partners with agencies and other businesses to create benchmark reports, co-marketing Databox and the partners’ services. It’s proven highly successful.
Testimonials and Case Studies
Using testimonials and case studies is an effective way to build credibility and attract orbiters. But only if done right.
First, the need to be authentic. You should collect genuine testimonials from satisfied clients and display these prominently on your website and social media.
These make great bottom of the funnel posts and orbiters in the consideration stage are more likely to reach out after reading about similar successful brands.
Next, create detailed case studies. This is an opportunity to showcase your knowledge, as well as client success stories. Testimonials won’t always capture the details that paint a full picture. Case studies are the solution to that.
Finally, leverage visual proof. Collect before-and-after visuals, charts, graphs, and anything that can be used across channels to increase your network gravity.
User-Generated Content
Lastly, if you can get users to create content on your behalf, your gravitational pull will become incredibly strong.
People trust other buyers more than they trust the brand doing the selling.
That shouldn’t come as a surprise. You’re selling something, and of course, people will be skeptical of your claims.
But when someone unaffiliated with your brand speaks up and praises you, it goes a long way.
You can get UGC started by simply asking for it from engaged customers. You can create competitions, build a community, or incentivize the content in other ways.
No matter what you choose, you need a way to highlight the best content that’s created by users.
6. What Metrics Should We Track for Orbiters?
Tracking metrics around orbiters is like trying to find a cat. They’re only seen if they want you to see them.
UNLESS, you have a box.
They’ll always be in the box. If they fit, they sit.
So, let’s talk about the metrics we want to track, and the tools that serve as our box.
Reach and Impressions
Reach is the number of unique users who lay their eyes on your content, while impressions are the total number of times your content is displayed. Think of reach as the number of people you wave at and impressions as how many people see the wave.
Reach is harder to track as it has hidden metrics. People talking about your content and sharing your ideas both extend reach, but it’s outside your control.
You could have a single view of a video (impression), but there could be five people crowded around a computer to watch (reach).
Impression tracking is native on most platforms, so Facebook Insights, Instagram Analytics, LinkedIn Analytics, and Twitter Analytics are your go-to tools here.
For your website visits, Google Analytics and Google Search Console take the cake.
I also like using a tool called Warmly. Sync this up with your Slack channel and you get whatever information is readily available when someone visits your site.
Sometimes, it’s a general location based on IP. Othertimes, it’s a name or company. Either way, it’s another way to see your reach and impressions.
If you figure a plan out for better tracking reach, let me know.
Engagement Rates
Engagement rate is the level of interaction your content gets, including likes, comments, shares, and clicks. It’s like counting how many people are nodding along and laughing at your jokes.
The reason we want to track engagement rates, even though we’re discussing orbiters who won’t engage, is multi-fold.
On one front, higher engagement often leads to further reach. So if you can get more people engaging, especially with social media, the algorithm will push your content into more feeds.
Also, the more people engaging, the more you can generally assume orbiters are also liking the content. It’s not a science, but nothing in marketing actually is.
The same social platforms make it easy to track engagement. I’d also recommend Shield for LinkedIn tracking.
Google Analytics and your CMS resources are other great ways to track engagement rates.
Conversion Rates
Conversion rate is the percentage of visitors who take a desired action, like signing up for your newsletter, downloading a freebie, or buying something.
While we want people engaging, we truly want to see them becoming customers and subscribers.
Place CTAs in your social posts and other content to see what people are clicking on. The higher your conversion rates, the greater the chance of orbiters also wanting that offer.
I prefer HubSpot as my CMS of choice, primarily because so much is built in for tracking your conversion rates and pushing them into reports.
Pulling Orbiters into Your Network Gravity
Hopefully, you’ve got people orbiting your content right now.
They’re floating around, consuming and enjoying everything you’ve got until, eventually, the time is right for them to reach out.
Also hopefully, you’re creating content that sucks them in faster. Even if they’re not willing to yet make a purchase, to join your world and become more connected within the network, you’ve established the network gravity to pull them in.
Follower count isn’t everything. But it definitely helps to know you’re on the right track.
By applying these insights, marketing agencies can harness the beauty of network gravity to create orbiters who not only consume content but also become loyal advocates and customers.
The journey from orbiters to engaged community members is achievable with the right strategies, making network gravity an essential component of modern marketing.
Ready to nail the problem you solve so your audience gets your content in stereo?
Grab some time with me, and we can talk about how to make it happen.