How do you market before release?

I'm sitting on a complete game right now, but I'm aiming for release for sometime after the steam summer sale, so end of July. I've heard that you can never start marketing too early. I've got press kits, trailers, and a plan for contacting press, streamers, and social media when release approaches. But all those things seem like things you'd want to do as close to release as possible. How far before release is too early to be contacting press and streamers? Have you found any marketing efforts that are effective for driving wish lists and attention far in advance of release? Or is it mostly a matter of doing a big push at release?

Edit: To clarify, I do have a steam page, trailer, social media, press kit, etc. I’m just unsure how to drive attention to those things without press, streamers, paid advertising, etc as those feel like things to save for closer to release.