For years I'm working with several blockchain companies, helping them with their campaigns. From ICOs to STOs, IEOs and now DeFi projects.
There's something companies must understand. It doesn't matter what's the market cap or the bitcoin price is. After your fundraising will end, you will need to justify the faith your community put in your idea.

Since I'm working in the marketing I found a common behaviour most of the companies who disappeared after their fundraising had: They didn't care about long term processes like SEO and high quality content.

By writing high quality content and investing your resources on building solid infrastructure, your company will have higher chance to last bear market and unstable times.

You can follow both of these resources to better understand how a proper blockchain marketing and PR campaign should look like:

1) Blockchain PR – Everything You Need to Know
2) Blockchain Marketing – The Definitive Guide