I've done all of these things personally (
http://www.parachuteforgordo.com lol) and can attest that playing live is pretty much the only thing that gives sales after the initial release bump. We're super small scale, our physical ep is only 150 copies (about 30 sold in three months, but we only really sell it live and have played about 4 shows since release) and we've sold about 15 copies online but had around 80 free downloads too which is just fine by me. So in terms of money made (plus t-shirts which do really well), it's all about playing live and selling it by hand.
I do find getting reviews and 'airplay' to be really arbitrary, especially for a new band in a niche genre. We've had about four(?) reviews from sending out about 50 emails to various sites (finding these sites takes forever too...), and it's really scattershot. Even when you think a site will really dig you, you hear nothing back still. And when you do get a review there's a mini spike of visitors but not much else beyond. They're nice when you get them though

haven't had a bad one yet which is ... surprising!
We also did a live half hour interview and performance on local radio and got pretty much zero traffic from it. I think people (myself included) are so passive in when we take stuff in online, how often do we really click on links and follow up on reviews?
So yeah, play live, it's the only way people will really give a shit.