What to do when inuslin leaks from injection site

Hello, everyone! My son (age 6) was just diagnosed for Type 1 so we're total noobs. While in the hospital, we learned to use syringes but were prescribed the NovoPen Echo for home use. Every time I inject, it seems to back up to some degree and leak from the injection site.

Here's what I'm doing:

Pinch skin Inject (I've tried straight in and at an angle) Press button Relax skin Count to 10 Remove

Am I doing something wrong?