this very much depends on the type of crypto project. you will not represent the Defi project or NFT and faucet or news site in the same way.
I would definitely suggest to you all types of social media. That is the media where you communicate directly with potential users of the services of your project. For example, Bitcointalk (there are a couple more very active forums) or Twitter. but not just to write generic messages, but to actively participate in communication with the rest of the audience.
I think the time has passed when someone will just click on the banner, visit your site and based on that stay with the project. Even if you buying a car or house, you want to see what is inside and want to hear what the seller has to say, before you make a decision.