Word of mouth is pretty much the most surefire way in my opinion. You could actually try paying for ads on popular websites, but it's really not worth it since you aren't making money off people coming to your server.
Advert them on sites like this minecraftforum.net. Insert them in your signature like me(see below) then post helpful and thoughtful comments to the community to get your sig in as many threads as you can.
Through persistence and well-thought advertisement. Same thing with websites.
Google did not become Google overnight. Yogscast did not become a synonym of Minecraft in a week.
I'm not quite sure how this happens, but it's the quality of the server, of the thing that the person sees when he or she checks out the server what matters.
For instance, I've started out with WolvenCraft around a week ago, and we have up to 12 people every day. It's still something around zero during the nights, but it's rather populated during the day.
I am not sure how that happened. I did not make youtube videos. Just posted at all the server lists I found and at MCForums.
... Being active at the forums also helps.
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My username and avatar don't match for a reason...
Google did not become Google overnight. Yogscast did not become a synonym of Minecraft in a week.
For instance, I've started out with WolvenCraft around a week ago, and we have up to 12 people every day. It's still something around zero during the nights, but it's rather populated during the day.
I am not sure how that happened. I did not make youtube videos. Just posted at all the server lists I found and at MCForums.
... Being active at the forums also helps.