You need to let people know your station is there. The only way people will know is if they search the bottom end of shoutcast.com and I'm probably the only one who does that.
The first thing I did was make myself a web site, does not have to be great just a simple thing, and then I gave out the link of my web site to friends and family members instead as this never changes, your streaming link does every time you connect to the net.
I am part of about 9 message boards that are very popular (I'm a huge wrestling fan) so I put my link in my sig on those boards.
I also put a link at the end of every email I send out to people. I send out about 100 a day.
Let people know you are about, no one will listen if they don't know you're there.