Building Confidence and Connection: LinkedIn’s Greg Willis on the Future of Small Business Growth

Mark White | The Mark White Show

As we look ahead to the year to come, small business owners across the country are once again finding ways to adapt, connect, and grow. Inflation and rising costs have created challenges, but optimism remains strong. In fact, LinkedIn’s latest Small Business Index shows that 65 percent of small business owners feel confident about growth in the next 12 months and equally confident about finding new customers and revenue streams.

To talk about what’s driving that optimism and how entrepreneurs are adapting, I spoke with Greg Willis, Vice President at LinkedIn.

A Look at the Numbers

“Inflation and rising costs are putting pressure on all businesses,” Willis said. “But confidence among small business owners remains tight. The ones who are growing are doing it by being more intentional, connected, and community driven.”

Willis said that trend, growth through connection, will continue well into 2026.

Technology and Adaptation

Entrepreneurs are turning to technology to work smarter and to reach more customers in meaningful ways.

“Millennials and Gen Z now make up over 70 percent of B2B buyers,” Willis explained. “Building trust and visibility with these groups is critical. We’re seeing entrepreneurs combine AI and technology with authenticity to create meaningful connections.”

He added that business owners are using platforms like LinkedIn to find clients, learn from peers, and use data to make smarter decisions. “Technology isn’t just helping entrepreneurs adapt,” he said. “It’s helping them grow.”

Optimism in a Challenging Economy

Having owned a small business myself during the 2008 recession, I asked Greg what’s behind the renewed optimism even as inflation continues to affect operations.

“I think business owners are getting smarter about engaging customers,” he said. “They’re finding customers in new places because they have more reach. They’re using data and digital tools to target their efforts, and that’s building confidence.”

He believes the progress of the past few years has shown entrepreneurs that even in a challenging economy, they can find new ways to grow.

The Importance of Authenticity

LinkedIn’s research also shows that nearly eight in ten business leaders believe their best brand moments come from real conversations.

“Trust is the foundation of any good business relationship,” Willis said. “People want to buy from brands that feel real and human.”

He shared that company pages on LinkedIn are a simple, free way to build credibility and serve as a home base for marketing. “Premium pages can signal to customers that your business is credible and trustworthy,” he said. “Thought leadership also helps, putting a face to your company and sharing knowledge builds confidence with your audience.”

Digital Tools for Growth

Willis pointed to digital tools as key for refining marketing and building relationships.

“A lot of companies are using insights to identify decision-makers, create better content, and build stronger connections,” he said. “It’s about being thoughtful in your messaging and more intentional about who you reach.”

He acknowledged that technology can feel intimidating, especially for older business owners. His advice is to start small.

“It starts with building a company page on LinkedIn,” he said. “It’s free and simple. Then begin creating and sharing content. Promote your posts, connect with other experts, and use events, virtual or in-person, to build engagement. These steps can fuel real growth.”

Technology as an Unlock

Willis sees technology as an “unlock” for the next generation of businesses.

“Technology helps businesses work smarter, more efficiently, and more productively,” he said. “But it’s also fueling entirely new industries, AI, cybersecurity, digital services. Technology is shaping both the present and the future of entrepreneurship.”

Building Community and Trust

As we talked about Small Business Saturday and the value of local engagement, Willis emphasized that community is the cornerstone of long-term success.

“People want to know what your business does and that they can trust you,” he said. “When you engage locally, through events, collaborations, and causes, you strengthen that connection. The more people understand your purpose, the stronger your bond with the community becomes.”

Storytelling and Authentic Brand Building

Willis agreed that storytelling is central to building a trusted brand.

“It’s about authenticity,” he said. “People want real, genuine stories about your business and what you stand for. Storytelling connects your values to your customers’ needs. That’s how you build trust and lasting relationships.”

Blending Online and Local Connections

For small-town entrepreneurs like those here in North Alabama, Willis said LinkedIn can serve as a bridge between online and in-person engagement.

“Companies are using LinkedIn to promote local events and to connect with their communities,” he said. “You can use digital tools to expand your network beyond your town, but also to strengthen local relationships. Virtual and in-person events are both growth drivers.”

Small Business Saturday and Beyond

Small Business Saturday, he said, is an opportunity to highlight what small businesses do best, building connection and community.

“It’s a great time to promote your business, introduce new services, and engage your audience,” Willis said. “It’s not just a one-day event, it’s a launch point for long-term relationships.”

Encouragement for Entrepreneurs

As we wrapped up, I asked Greg what message he’d share with business owners who feel stretched thin.

“Time is your most valuable resource,” he said. “Use technology to simplify tasks, automate what you can, and make your business more efficient. That gives you more time to focus on what matters most.”

He also spoke about mentorship and gratitude, crediting his early boss, Randy Melville, for challenging him to grow. “He gave me tough feedback and pushed me outside my comfort zone. It made all the difference,” Willis said.

Learn More

For small business owners who want to explore tools and insights from LinkedIn, Greg recommends visiting LinkedIn.com/smallbusiness.

As we heard in this conversation, small business owners are doing what they’ve always done, finding ways to adapt, connect, and keep going. Inflation may still be a reality, but community, creativity, and technology are helping entrepreneurs write a new story, one built on connection and resilience.

A big thank you to Greg Willis, Vice President at LinkedIn, for joining me on The Mark White Show and for his insights into the power of connection and authenticity in business.

And with Small Business Saturday right around the corner, remember this: every local purchase, every kind word, and every shared post online makes a difference. Let’s lift up our local shops, restaurants, and service providers who pour their hearts into our communities every single day.