I was hired by a marketing company called TSM Global
www.tsm.global to work on a gambling blockchain project. I hate gambling, and did not want to accept it, but the money were good so we do it.
They used personal networks and optimized that the reviews they get were not paid for but honest. McCain, one of the oldest advertising agencies says that marketing is about "Truth Well Told". So the more truthful you are in promoting your core product, the more likely is that you will find the core audience faster which is important post-ICO as well. Getting these stuff right:
1. List of past ICO investors that are fit for your genre
2. Strategic partnerships with other past ICOs that can share lists of media, investors, logos on website
3. Strategic partnerships with organizations outside blockchain that you will bring into the community making the community bigger
4. AdWords is better than most crypto ad networks, but soon, crypto ad networks will deflate prices and they will be better than AdWords for promoting ICOs
5. Deserved PR and proper usage of following, and
AIRDROPs! They work like magic when properly calibrated!
Remember, you don't want ALL investors, just the right ones.
So, take your time and read up. Also you can download a more detailed free ICO guide on TSM's website...
Hope this helps.