I'd like to +1 some of what Mr. Jain said.
Like it or not, social media is an effective tool to use. Set up a Facebook fan page, and add a "like" button & "google+" button (I just this moment tested the google share feature), a twitter feed (that posts to the facebook page), and a blog/news rss feed on the hiawatha site, that posts to twitter (once it's all set up, there's not really any ongoing maintenance, it all just ...propagates).
About a month ago, I took the opportunity to upgrade the hardware in my family network to something newer and less power-hungry (three servers, each on a Supermicro D525 Atom with 8GB ram). The move (from scratch) from LAMP on CentOS 5 to LHMP on Ubuntu 12.04 LTS was a breeze. Unfortunately the move from Qmail/squirrelmail on CentOS to Postfix/Dovecot/Roundcube, has taken three times as long to get right (but at least the syslog tail is fun to watch)
In the meantime (off and on), I've been testing the Hiawatha setup with the apache bench utility. While it's not a real userbase, it has been helpful for tweaking the MySQL setup in order to get the most out of the Atom processors. And I'm fairly confident that my Hiawatha settings are optimized as well.
We'll start putting content on the site later this evening, but there's a small hiawatha banner in the footer of http://www.jonesfamily.us
While small hobbyist users like me are all fine and good, I'd imagine that extending the user base really needs the help of a few small web hosting companies that tout secure servers as a selling feature. Tap the user base for referrals.
My $0.02*
* DISCLAIMER: Due to the effects of a debt-based fiat currency system, $0.02 is worth less now than when I began typing