My office is next door to an indie games marketing agency... so when the time comes for me, I'll probably just throw money at them to get these answers

What I do know is that there's a huge number of Crowdfunding campaigns that fail because no one ever discovers them. Having some kind of marketing/advertising budget is important.

Having a good press kit, is a good start - so if a journalist wants to write about you, all the information is already collated for them.

If you already have a community, they're a powerful resource. Try to get them involved in the campaign somehow.