Challenges owning a server

What kind of challenges do you have on owning your server? Post here do say what you have troubles with owning a server.
What kind of troubles do you have? Plugin problems? Keeping up the server? Getting players? I own a server as well and I experience a lot of problems. The hardest I think for new servers is getting players to play on it.
Here are some ways to get new players to stay on your server:
1) Build amazing things in spawn! Build breathtaking buildings! Spawn is a big effect on new players.
2) Advertise! Good ways to get players are simple!
Put your server on PlanetMinecraft! Be sure to include pictures of your server and a good description on here and any other advertising sites!
3) Make some youtube videos! They can at least get you 2 players that will be loyal to your server!
4) Post on minecraftforum.net! Be sure to includes pictures and a very intriguing description!
5) Invite some friends from school! They will definitely be loyal to your server!
6) Get good plugins! Get some fun plugins like MobArena or some little minigame plugins. It will keep people up and running!
If you think of any other ways, please post! It can help all small servers become big and popular!