15.3.4　Operate Your Online Store经营你的线上店铺

Operating your online store involves aiming for a high store performance score and keeping improving,and promoting your products with the tools on the platform and conducting marketing campaigns or advertising outside the platform.Your store performance score may reflect such aspects as your product descriptions,customer reviews,store services,logistics performances,honesty in operation,etc.,among which customer review is king.Many studies have shown that customer review is a strong predictor of sales.Promotional tools may vary by platform,but mostly include paid advertising or various discounts on the platform.Outside your platform,exposure of products can be improved by search engine optimization or paid advertising relying on Google AdWords,Google Analytics,Google Trending,Google Shopping,etc.Social media marketing or advertising should also be considered,which requires you to set up your business account on mainstream social media networks such as Facebook,Twitter and LinkedIn or video or picture platforms such as YouTube,Instagram and Pinterest.Customers from certain regions may prefer their local social media networks.So,do your homework before you choose the social media platform and then create engaging contents to pose a professional image for your business.