I had the exact same problem mate.... and you know what I found works... try shaving just after a shower, when the skin still hold a bit of moisture... that was the skin won't dry up, flake and bleed. But you can also try using a face wash/scrub before shaving too... this will add moisture. Afterwards, apply a balm as you have been doing... and remember to stick to a regular routine, as in always shave when it is roughtly the same length so your skin will get used to it. Let us know how it goes.