Artists create to inspire. Builders create for function. In the world of B2B marketing, we create for engagement. We want people to download, share, subscribe—to interact not only with what we’ve created, but also with all its supporting materials.

When it comes to B2B video, marketers want viewers to know “there’s more where that came from.” A good B2B marketing video meets viewers wherever they are in their customer journey and ushers them to the next step. A good call to action (CTA) takes them even further.

A video CTA is not “busy work”

It’s not something extra for the sake of having something extra. And it’s not a “nice to have.” What happens next matters.

Regardless of how great your video is, without a call to action you’re doing your viewers and your company a disservice. CTAs add value to the customer experience. That’s value that you want to come back to your business.

When deciding on your video’s CTA, keep in mind these three points:

1. Remember your viewers

You’ve already made the video, so you know who you want to watch it (or—you should, at least). The video brief or other kickoff document should explain the audience challenge; your video should address it:

• For example, if your audience is made up of existing customers who are already familiar with your product, your video can go into deeper details about specific features. The video CTA can be an asset containing more details about specs, capabilities, and integration with existing products.
• On the other hand, if your audience is new to your company or to the type(s) of products you offer, your video could be a high level introduction, and your CTA could provide further information about what sets your products apart from both the offerings in your catalog and from your competitors’.

Remember the audience’s needs at the start of the video. Your video should have addressed their challenge. Choose a CTA that moves them along to what’s next, instead of one that repeats what’s just been explained.

This demo video from Salesforce shows highlights of its CRM tool. The script explains how viewers can get started to see if it’s right for them.

2. Make video CTAs worth the click

You’re asking your audience to take an additional step—to do something—so it better be worth the effort. A worthwhile video CTA both considers and compliments everything you know about your audience. What’s next for them? Do they need more information before they decide? Is it the right time to reach out to them?

Be realistic

• Understand that one video might not be enough to move viewers from “consideration” to “decision.” There are (or should be) limitations on how much content you can have in one video. And there is no way to be certain what you’ve promoted is what the customer needed to hear. It may take two, three, or more pieces of content for your viewers to move forward.
• Not everyone who watches a video is ready to receive a sales call. A high-level introduction video could warrant a demo, thereby creating an opportunity for one-on-one engagement. At the same time, people watching specific use case videos may be ready to hear from your sales team about taking the next step.

Be specific

• Promising “more information” is lazy. Use your script to explain to your viewers what they gain by following your suggestion.
• In this HPE DevOps Model Office video, the script highlights use cases and explains that viewers can take it for a real-time test drive. The video’s goal is to help people better understand DevOps. The video CTA guides viewers to where they get an even deeper understanding of what DevOps could mean for their specific business.

3. Choose a CTA that’s easy to remember

Your CTA should stick. Viewers who navigate away from the video should be able to type it in from memory. Try using your company domain combined with a common word or established product name, like hp.com/printers or symantec.com/vip.

YouTube also allows you to embed links and “cards” (interactive boxes) into videos. Viewers can either click right away to go to a different site, or sign up to subscribe to your video channel. Make taking the next step as painless as possible.

B2B marketing videos are an opportunity to bring technical or data-driven content to life. By watching your video, your audience is showing a sign of trust, which can continue well after the video has stopped. Use a thoughtfully considered call-to-action to show you understand their journey and can help them every step of the way.